Influence of Branding Loyalty on Consumer Sportswear: A Case Study on Adidas

  • Noor Syafika Binti Mohamed Shoffian University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Nur Syafinaz Binti Mohamed Salim University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Nurul Izzati Binti Razali University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Putera Zariq Iskandar Bin Muhamadi Saifu University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Siti Aishah Binti Abu Bakar University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Siti Nur Afiera Binti Rossedi University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Wahyu Irmayani Binti Suwirman University of Malaya Centre for Continuing Education (UMCCeD), Malaysia
  • Vimala Davy G. Ramiah Institute Aminuddin Baki, Sarawak Branch, Kuching, Sarawak, Malaysia
  • Sio Ching Hee ELM Business School, HELP University, Jalan Sri Semantan 1, Off Jalan Semantan, Bukit Damansara, 50490 Kuala Lumpur, Malaysia
  • Isai Amutan Krishnan School of Liberal Arts, Science and Technology, PERDANA University
Keywords: brand loyalty, factors, sportswear, Malaysia

Abstract

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.

Statistics
Abstract views: 100 , PDF downloads: 60

Downloads

Download data is not yet available.

References

Abd. Mukhti, J. (2011) Adidas latest 1. Retrieved from https://www.scribd.com/doc/55102483/Adidas-Latest-1. (n.d.).

Albert M. Muniz, Jr. and Lawrence O. Hamer (2001), “Us Versus Them: Oppositional Brand Loyalty and the Cola Wars”, in NA- Advances in Consumer Research Volume 28, eds. Mary C. Gilly and Joan Meyers-Levy, Valdosta, GA: Association for Consumer Research, Pages: 355-361.

Brown, Charnetta; Randolph, Adriane B.; and Burkhalter, Janée N. (2012) "The Story of Taste: Using EEGs and Self-Reports to Understand Consumer Choice," The Kennesaw Journal of Undergraduate Research: Volume 2: Iss.1, Article 5

Dai, X., & Chen, K.C. (2017). Examining Antecedents of Brand Loyalty on Sportswear: An Empirical Investigation of University Students in Hong Kong. International Journal of Social Science Studies, Vol. 5, No. 7, Pages: 2324- 8033.

Fard, M.K., Ismaeelzadeh, R., & Ramshini, R. (2016). Effect of sports brands on loyalty in sport customers. Glob. J. Sci. Res., journal, 4(5) Pages: 74- 79.

Kenton, W. (2018) What Is Brand Loyalty? Retrieved from https://www.investopedia.com/terms/b/brand-loyalty.asp

Khadka, K., & Maharjan, S. (2017) Customer Satisfaction and Customer Loyalty. Retrieved from http://www.easybib.com/reference/guide/apa/website

Khor, P. H., & Mohd Aris, S.N. (2016). Dimension of sports brand loyalty among youths in Perlis. International Academic Research Journal of Social Science, 2(1) Pages: 49-54.

Khoei, R. (2014). Brand loyalty in sportswear in Iran. International journal of Management, Accounting and Economics, Pages:2383-2126

Lim, R.W., & Aprianingsih, A. (2015). Factors influencing brand loyalty towards sportswear in Bandung. Journal of Business and Management, Vol.4, No.8, Pages: 932-943.

Mollika. (2013) Impact of Brand Loyalty on Sportswear Customers: A Case Study of Adidas. Retrieved from https://www.academia.edu/7639671/Impact_of_Brand_Loyalty_on_Adidas

Malhan, S., Khanna, D.P., & Anjum, D.B. (2018). Factor affecting brand loyalty of branded sport shoes in Athletic footwear industry, Pages: 2277- 2723.

Nikhashemi, S.R., Paim, H., & Khatibi, A. (2015). The Role of Brand Loyalty in Generating Positive Word of Mouth among Malaysian Hypermarket Customers. World Academy of Science, Engineering and Technology International Journal of Economics and Management Engineering.

Pilai, P., Soni, S., & Naude, M. (2015). Selected factors as determinants in the purchase choice of sporting goods. Problems and Perspectives in Management, 13(3-1), 216-223.

Soltanhoseini, M., & Azimi, N. (2015). Evaluating the effective factors in loyalty of athletes to sports brands in the archery league teams. International journal of academic research in business and social sciences, 2222-6990.

Yu, Z., Pengsong, L., Houwen, C., Ling, C., & Na, L. (2017). An empirical study on the customer loyalty to sports goods brand. Science journal of education, 5(3), 111-114.
Published
2021-11-10
How to Cite
Mohamed Shoffian, N. S., Mohamed Salim, N. S., Razali, N. I., Muhamadi Saifu, P. Z. I., Abu Bakar, S. A., Rossedi, S. N. A., Suwirman, W. I., G. Ramiah, V. D., Hee, S. C. and Krishnan, I. A. (2021) “Influence of Branding Loyalty on Consumer Sportswear: A Case Study on Adidas”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(11), pp. 454 - 463. doi: https://doi.org/10.47405/mjssh.v6i11.1151.
Section
Articles

Most read articles by the same author(s)