The effects of brand equity on millennials’ purchase decision for sports nutrition products in Ireland

Based on the theory of planned behaviour, this study investigates whether brand equity influences the purchase intention for sports nutrition products among millennials in Ireland and what factors influence their purchase decision. This research reports the results of a survey of 102 millennials. The results suggest that brand equity influences millennials' purchase intention and that it is also influenced by subjective norms and perceived behavioural control. Furthermore, the analysis shows a correlation between brand equity and its subdimensions (brand awareness/associations, perceived quality, brand loyalty) and purchase intention. This study contributes to the brand management literature in the sports nutrition industry and provided brand managers with various suggestions on how to build brand equity in their business practices.