Open AccessInfluence of Branding Loyalty on Consumer Sportswear: A Case Study on Adidas
Author(s) -
Noor Syafika Binti Mohamed Shoffian,
Nur Syafinaz Binti Mohamed Salim,
Nurul Izzati Binti Razali,
Putera Zariq Iskandar Bin Muhamadi Saifu,
Siti Aishah Binti Abu Bakar,
Siti Nur Afiera Binti Rossedi,
Wahyu Irmayani Binti Suwirman,
Vimala Davy G. Ramiah,
Sio Ching Hee,
Isai Amutan Krishnan
Publication year - 2021
Publication title -
malaysian journal of social sciences and humanities
Language(s) - English
Resource type - Journals
ISSN - 2504-8562
DOI - 10.47405/mjssh.v6i11.1151
Subject(s) - business , brand loyalty , advertising , marketing , brand management , brand equity , brand awareness , brand extension , product (mathematics) , loyalty , promotion (chess) , loyalty business model , quality (philosophy) , service quality , service (business) , customer satisfaction , order (exchange) , mathematics , philosophy , geometry , epistemology , finance , politics , political science , law
Brand loyalty creates long term relationship between customer and brand. As a sportswear brand, to adopt a general customer loyalty to a brand, quality of the product and price are the crucial factors. The purpose of this research is to investigate how the respondents are influenced by factors of brand loyalty towards sportswear products. Previous research adopted seven factors to test in the Malaysian environment. The seven factors of brand loyalty are brand name, product quality, price, style, promotion, service quality and store environment. Brand name has shown strong correlation with brand loyalty. In order to increase customer satisfaction and attach them to be brand loyalists, marketers are encouraged to develop aggressive marketing programs. Questionnaires were distributed to 148 respondents. The research results have shown that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, style, promotion, service quality and store environment) with certain sportswear brands. Others study on more focused factors that are appropriate to the Malaysian environment is recommended in order to obtain accurate information.