Influence of brand loyalty on consumer sportwear
TITLE : INFLUENCE OF BRAND LOYALTY ON CONSUMER SPORTSWEAR
ABSTRACT The purpose of this research is to investigate how the respondents are influenced by factors of brand loyalty towards sportswear brands. Previous research adopted four factors to test in the Malaysian environment. The four factors of brand loyalty are brand name, product quality, style, and service quality. Brand name has shown strong correlation with brand loyalty. In order to increase customer satisfaction and drive them to be brand loyalists, marketers are encouraged to develop aggressive marketing programs. Questionnaires were distributed and self-administered to 200 respondents. Descriptive analysis, Normality test, Reliability analysis (Cronbach Alpha), Regression analysis and Pearson Correlation were used in this study. The research results showed that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, style, and service quality) with sportswear brand loyalty. Study of more focused factors that are appropriate to the Universiti Utara Malaysia environment is recommended in order to obtain accurate information.
INTRODUCTION
Sportswear has become an integral part of everyday dress. It also can be defined as ‘clothes for sport or informal wear.’ The Oxford (1992). This definition clearly defines that sports clothing is no longer worn only during sport. In the twentieth century, a shift has occurred in which sports clothing is also worn as informal and fashion wear. On top of that, the active sportswear and athletic footwear product group are one of the most heavily branded areas in the global apparel athletic market. According to Just-style, three global sportswear brands like Nike, Adidas and Reebok had 33 percent of the global active sportswear and athletic footwear market in 2007 (Newbery, 2008). Branding remains the industry’s largest source of competitive advantage. This is an area of clothing in which customers’ purchasing
ABSTRACT The purpose of this research is to investigate how the respondents are influenced by factors of brand loyalty towards sportswear brands. Previous research adopted four factors to test in the Malaysian environment. The four factors of brand loyalty are brand name, product quality, style, and service quality. Brand name has shown strong correlation with brand loyalty. In order to increase customer satisfaction and drive them to be brand loyalists, marketers are encouraged to develop aggressive marketing programs. Questionnaires were distributed and self-administered to 200 respondents. Descriptive analysis, Normality test, Reliability analysis (Cronbach Alpha), Regression analysis and Pearson Correlation were used in this study. The research results showed that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, style, and service quality) with sportswear brand loyalty. Study of more focused factors that are appropriate to the Universiti Utara Malaysia environment is recommended in order to obtain accurate information.
INTRODUCTION
Sportswear has become an integral part of everyday dress. It also can be defined as ‘clothes for sport or informal wear.’ The Oxford (1992). This definition clearly defines that sports clothing is no longer worn only during sport. In the twentieth century, a shift has occurred in which sports clothing is also worn as informal and fashion wear. On top of that, the active sportswear and athletic footwear product group are one of the most heavily branded areas in the global apparel athletic market. According to Just-style, three global sportswear brands like Nike, Adidas and Reebok had 33 percent of the global active sportswear and athletic footwear market in 2007 (Newbery, 2008). Branding remains the industry’s largest source of competitive advantage. This is an area of clothing in which customers’ purchasing
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