This study investigates brand loyalty and other brand performance metrics in the UK sportswear market. It utilizes consumer purchase data kindly provided by Taylor Nelson Sofres. The study finds that empirical regularities discovered by Andrew Ehrenberg and colleagues apply to sportswear brands...

Purpose – This study responds to the call of Fader and Hardie for more research on buyer behaviour toward stock keeping units (SKU). This paper aims to examine whether different SKU‐based product variants appeal to buyers with different demographic characteristics....