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

Zhao Xin

《International Core Journal of Engineering》 5卷9期 (2019/08) Pp. 265-278

https://doi.org/10.6919/ICJE.201908_5(9).0041

摘要

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.

關鍵字

Brand Loyalty ； Customers ； Adidas

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