A study on the determinants of brand loyalty in sport shoes among students

The purpose of the study is to explore the influence of brand satisfaction, brand trust, brand community, word of mouth and brand identification on brand loyalty in sports shoes among university students. A conceptual model was established based on existing literature to test the relationship betwee...

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Main Author:	Nor Azah, Abdul Aziz
Format:	Thesis
Language:	eng eng eng
Published:	2019
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/8542/1/S823603_01.pdf https://etd.uum.edu.my/8542/2/S823603_02.pdf https://etd.uum.edu.my/8542/3/S823603_references.docx
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id	my-uum-etd.8542
record_format	uketd_dc
spelling	my-uum-etd.85422022-10-04T01:37:02Z A study on the determinants of brand loyalty in sport shoes among students 2019 Nor Azah, Abdul Aziz Adam, Mohamad Zainol Abidin School of Business Management School of Business Management HF5415.33 Consumer Behavior. The purpose of the study is to explore the influence of brand satisfaction, brand trust, brand community, word of mouth and brand identification on brand loyalty in sports shoes among university students. A conceptual model was established based on existing literature to test the relationship between the variables of the study. A survey design using simple random sampling was used. A sample of 319 university students participated in this study. The results of correlation and regression analysis shows that all five independent variables (brand satisfaction, brand trust, brand community, word of mouth and brand identification) have a significant relationship and influenced brand loyalty in sports shoes among university students. The results also show that brand satisfaction is the most influential factor on brand loyalty related sports shoes among students. Hence, the proposed model offers a greater understanding of how brand satisfaction, brand trust, brand community, word of mouth and brand identification can be improve the brand loyalty among university students. Based on the result of this study, brand owners should produce good quality products to fullfil the customer needs and enhance customers loyal with the brand. Furthermore, managers need to build good relationships with the customers in order to build customer loyalty to the brand. Finally, limitations of the study were discussed in tandem with the suggestion for future research 2019 Thesis https://etd.uum.edu.my/8542/ https://etd.uum.edu.my/8542/1/S823603_01.pdf text eng public https://etd.uum.edu.my/8542/2/S823603_02.pdf text eng public https://etd.uum.edu.my/8542/3/S823603_references.docx text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Adam, Mohamad Zainol Abidin
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Nor Azah, Abdul Aziz A study on the determinants of brand loyalty in sport shoes among students
description	The purpose of the study is to explore the influence of brand satisfaction, brand trust, brand community, word of mouth and brand identification on brand loyalty in sports shoes among university students. A conceptual model was established based on existing literature to test the relationship between the variables of the study. A survey design using simple random sampling was used. A sample of 319 university students participated in this study. The results of correlation and regression analysis shows that all five independent variables (brand satisfaction, brand trust, brand community, word of mouth and brand identification) have a significant relationship and influenced brand loyalty in sports shoes among university students. The results also show that brand satisfaction is the most influential factor on brand loyalty related sports shoes among students. Hence, the proposed model offers a greater understanding of how brand satisfaction, brand trust, brand community, word of mouth and brand identification can be improve the brand loyalty among university students. Based on the result of this study, brand owners should produce good quality products to fullfil the customer needs and enhance customers loyal with the brand. Furthermore, managers need to build good relationships with the customers in order to build customer loyalty to the brand. Finally, limitations of the study were discussed in tandem with the suggestion for future research
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Nor Azah, Abdul Aziz
author_facet	Nor Azah, Abdul Aziz
author_sort	Nor Azah, Abdul Aziz
title	A study on the determinants of brand loyalty in sport shoes among students
title_short	A study on the determinants of brand loyalty in sport shoes among students
title_full	A study on the determinants of brand loyalty in sport shoes among students
title_fullStr	A study on the determinants of brand loyalty in sport shoes among students
title_full_unstemmed	A study on the determinants of brand loyalty in sport shoes among students
title_sort	study on the determinants of brand loyalty in sport shoes among students
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2019
url	https://etd.uum.edu.my/8542/1/S823603_01.pdf https://etd.uum.edu.my/8542/2/S823603_02.pdf https://etd.uum.edu.my/8542/3/S823603_references.docx
_version_	1747828409726140416

A study on the determinants of brand loyalty in sport shoes among students

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