The brand loyalty of sportswear in Hong Kong

Mei Mei Lau, Man Tsun Chang, Ka Leung Moon, Wing Sun Liu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

10 Citations (Scopus)

Abstract

This paper reports the results of brand loyalty of 280 university students, aged from 18 to 24 years old. This study explores brand loyalty behavior on sportswear and examines key brand loyalty factors: brand name, product quality, price, style, store environment, promotion, and service quality. Consumers are classified into two categories by their degree on brand loyalty: hard-core loyal consumers and brand switchers. The study concludes that brand name, style, and promotion are the key brand factors which can distinguish hard-core loyal consumers and brand switchers. Brand name and style have more influence on the brand loyalty of hard-core loyal consumers, while promotion influences more on that of brand switchers. Product quality is perceived by both groups as the most important factor affecting their brand loyalty.
Original languageEnglish
JournalJournal of Textile and Apparel, Technology and Management
Volume5
Issue number1
Publication statusPublished - 9 Oct 2006

Keywords

  • Brand Loyalty
  • Brand Switching
  • Hard-core Loyalty
  • Sportswear Market

ASJC Scopus subject areas

  • Management of Technology and Innovation

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