Influence of brand loyalty on consumer sportwear

Topics: Brand, Brand management, Branding Pages: 33 (6258 words) Published: May 4, 2015

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 choices are frequently determined by the sports figures they admire, or the teams they follow, and the brands they aspire to wear (Newbery, 2008). Therefore, brand equity plays a strategic role in helping sportswear brand managers gain competitive advantage and enhance brand loyalty among their customers. Yee & Sidek (2008) indicate that brand loyalty is a consumer’s conscious or unconscious decision that is expressed through the intention behaviour to repurchased a particular brand continually. The repurchased decision very much depends on trust and quality performance of the product or service (Chaundhri and Holbrook, 2001).
In Malaysia, sportswear brands such as Nike, Adidas, Reebok, Puma, Umbro and Fila are so popular among sportswear consumers. Sportswear has become a common and popular category among young people as it identifies them with a more relaxed lifestyle, greater versatility and comfort. Not only that, this kind of products also can match to old people because it can make them feel good and at the same time help them to build their self image. This has prompted manufacturers like Nike and Adidas to start expanding their business particularly in other places in Malaysia as it has the potential to give them higher volume of sales for their products (Yee and Sidek, 2008). For instance, in Universiti Utara Malaysia (UUM) also popular among highly users in consumer sportswear. A final important consideration is that students and teenagers, with their brands of choice, are strong influencers; students and teenagers may use brands to become trendsetters and opinion leaders for several groups in society. Students and teenagers not only co-decide on products for themselves and join in on family-oriented decisions, yet they often highly influence their peers with their brand selections (Angeline, 2001). Thus, it is the “cool” brands that students tend to demonstrate loyalty towards. Students often evolve into a more dominant role in...

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