Title

Impact of brand loyalty on sportswear customers --A case study of Adidas

DOI

10.6919/ICJE.201908_5(9).0041

Authors

Zhao Xin

Key Words

Brand Loyalty ; Customers ; Adidas

PublicationName

International Core Journal of Engineering

Volume or Term/Year and Month of Publication

5卷9期(2019 / 08 / 01)

Page #

265 - 278

Content Language

英文

Chinese Abstract

Brand loyalty creates long term relationship between customer and brand. The purpose of this paper is to identify impact of brand loyalty on Adidas customers. As a sportswear brand, Adidas requires to offer competitive marketing mix comprises of high product quality, competitive price, attractive promotion mix, convenient environment, efficient service, strong brand image, diversified style to customers with a view to making them satisfied and loyal. To reveal how these factors influences customers of Adidas to get loyal, conducted a structured survey on 100 customers in there different stores of Adidas in Stratford, London. The survey comprises of eight sections and responses are collected in 5 point Llikert Scale. Deductive research approach and quantitative research strategy is chosen for conducting this research. Different statistical analysis such as percentage, mean, mean average, Cronbach's, Alpha, ANOVA, Pearson correlation is conducted. The research found that in the British environment there are six important factors of brand loyalty that are; name of the brand, quality of product, price, promotion, service quality and environment influences the customers significantly to get loyal towards Adidas sportswear.

Topic Category 工程學 > 工程學綜合
Reference
  1. Abraham, M. L. and Littrell, M. A. 1995.Consumers‟ Conceptualization of ApparelAttributes.Clothing and Textile Research Journal 13, 65-74. Amine, A. 1998.
    連結:
  2. Consumers‟ True Brand Loyalty: The Central Role of Commitment.
    連結:
  3. Journal of Strategic Marketing 6, 305-319. Bloemer, J. M. M. and Kasper, H. D. P. 1995. The Complex Relationship between Consumer Satisfaction and Brand Loyalty.
    連結:
  4. Journal of Economic Psychology.16, 311-329. Brandchannel.com 2006. (http://www.brandchannel.com). Accessed 18 August 2006. Bucklin, R. E. et al. 1998. Determining Segmentation in Sales Response Across Consumer Purchase Behaviors.
    連結:
  5. Journal of Marketing Research. 35 , 189-198. Cadogan, J. W. and Foster, B. D. 2000. Relationship Selling and Customer Loyalty: An Empirical Investigation.
    連結:
  6. Marketing Intelligence and Planning 18, 185-199. Chaudhuri, A. and Holbrook, M. B. 2001. The Chain of Effects from Brand Trust and Brand Effect to Brand Performance: The Role of Brand Loyalty.Journal of Marketing. 65, 81-93. Cohen, J. 1988.
    連結:
  7. Visual Merchandising: The Business of Merchandise Presentation.Delmar Publisher Albany: New York. De Ruyter, K., et al. 1999. How Do Customers React to Critical Service Encounters?: A Cross-sectional Perspective.
    連結:
  8. Garvin, D. A. 1988. Managing Quality: The Strategic and Competitive Edge. Free Press: New York
    連結:
  9. Lexington Books: Lexington. Huddleston, P. et al. 2004. Food Store Loyalty: Application of a Consumer Loyalty Framework,
    連結:
  10. Kohli, C. and Thakor, M. 1997. Branding Consumer Goods: Insights from Theory and Practice
    連結:
  11. Statistical Power Analysis for the Behavioural Science(2nd ed.). Lawrence Erlbaums Associates: New Jersey. Colborne, R. 1996.
  12. Total Quality Management.38, 29-35. Evans, M. et al. 1996.
  13. Applied Consumer Behaviour.Addison- Wesley: Harlow. Frings, G. S. 2005.
  14. Fashion: From Concept to Consumer ( 8th Ed.). Pearson/Prentice Hall: New Jersey.
  15. Gronroos, C. 1990.Service Management and Marketing.
  16. Journal of Targeting, Measurement and Analysis for Marketing ,12, 213-230. Keller, K. L. 2003.
  17. Strategic Brand Management: Building, Measuring and Managing Brand Equity.Prentice Hall: New Jersey.