TO EXPLORE MILLENIALS PERCEPTIONS OF LOCAL VERSUS GLOBAL BRANDS

Abstract

The purpose of this qualitative research study was to explore the perceptions of South African millennials on local versus global brands. This study focused on fashion brands in order to ascertain the millennials perceptions of global versus local brands. The research problem was that there was no information available in a qualitative context, on millennials perceptions of local and global brands. This research addressed the problem by conducting qualitative research on this topic. The data that was needed for the study was collected using semi-structured interviews, to gain a deeper understanding of South African millennials perceptions, in order to determine brand equity. The overall findings of this research indicated that millennials have higher perceptions of global fashion brands as opposed to local fashion brands in all aspects of Aaker’s brand equity model. The contribution that this study aimed to make was to contribute to a better understanding of what South African millennials perceptions are towards fashion brands that are local or global. This aimed to give a better understanding into the millennials market in South Africa and help local and global brand companies understand this generation better, so that they can maximise their revenue and future sales.