Brand Loyalty on Softdrink

The IUP Journal of Brand Management, Vol. XI, No. 4, 201440

The Impact of Brand Loyaltyon Consumers Sportswear Brand Purchase

Pankaj Kumar Singh* and J K Pattanayak**

The paper seeks to find out the factors of brand loyalty towards sportswear brand purchase. The paperreports the results of brand loyalty of 209 respondents aged from 18 to 40. The seven factors of brandloyalty are price, brand name, style, product quality, promotion, store environment and service quality.To collect the necessary data and test the hypotheses, a standard questionnaire was used and distributedamong 209 respondents. Factor analysis was conducted to reduce the variable into considerablecomponents. Pearson correlation was used to test the hypotheses. The results showed that there is apositive relation between some of the factors of brand loyalty and the sportswear brand purchase.

* Research Scholar, Department of Management Studies, Indian School of Mines, Dhanbad, India; and is thecorresponding author. E-mail: [email protected]

** Professor and Head, Department of Management Studies, Indian School of Mines, Dhanbad, India.E-mail: [email protected]

2014 IUP. All Rights Reserved.

IntroductionBrand loyalty plays an important role in developing and maintaining the goal of marketing(Reichheld and Sasser, 1990). In India, brand loyalty is considered as an asset andconsumers are ready to pay more than usual for a brand (Wernerfelt, 1991). Companies,especially those in the sportswear manufacturing, strive to increase brand loyalty amongtheir customers. Brand loyalty is expressed through the intention or behavior torepurchase a particular brand continually. The repurchase decisions of consumers verymuch depend on the trust and quality of the product or service (Chaudhuri and Holbrook,2001). The main emphasis of marketing has shifted from winning new customers toretention of existing ones (Aaker, 1991). In marketing, true brand loyalty consists of aconsumers commitment to repurchase the brand through constant purchase and alsocustomers have a high relative attitude towards the brand. This indicated that therepurchase behavior mainly depends on the trust and quality of the product and service(Chaudhuri and Holbrook, 2001). Customer loyalty determines how much of theproduct is bought and how often the repeat purchases is made based on its features.Established brands invest money and time in upholding brand identity, preserving brandloyalty and developing new sports product lines so as to gain more market share.Therefore, it is important for marketing managers to acquire more knowledge in brandloyalty.

41The Impact of Brand Loyalty on Consumers Sportswear Brand Purchase

India is all set to be a huge market for the sportswear industry. Yee and Sidek (2008)suggested that there are several factors that influence consumers brand loyalty towardscertain sportswear brands. Sportswear brands such as Nike, Adidas, Puma, Woodland,Reebok and Fila are popular among consumers. For sportswear, loyalty has become centralto strategic marketing. Hu et al. (2010) showed that in competitive repeat-purchasemarkets, loyalty is shaped more by the passive acceptance of brands than by strongly heldattitudes about them. Sportswear has become a universal and fashionable category amongyoung people as it identifies them with a more relaxed lifestyle, greater flexibility andcomfort. Sportswear brand often gives the young people a sense of relaxed lifestyle. Withthe changing lifestyle of Indians (especially youngsters) with greater disposable income,consumers have become more fascinated with the idea of integrating sportswear as a partof their daily routine, resulting in greater spending on sportswear. In recent decades, theIndian market orientation towards sportswear brand purchase has improved. Nowadays,sportswear brands have a positive impact on the personality of the consumers and haveencouraged the manufacturer to increase their business. Owing to this changing scenario,it is expected that the worth of sportswear market will touch 643 bn by 2014, growingat a CAGR of around 34% during 2010-2014. In marketing, brand loyalty consists of aconsumers commitment to repurchase the brand repeatedly. This indicated that therepurchase behavior mainly depends on the trust and quality of the product and service(Chaudhuri and Holbrook, 2001).

Brand Loyalty and Its Constituent FactorsBrand loyalty is a very important concept to understand the consumer behavior (Lee andFeick, 2001; and Wood, 2004). Consumers always perceive that the brand offers the rightproduct features, descriptions, or level of quality at the right price in a particular brandcategory (Malinowska-Olszowy, 2005). This perception of consumers forms the basis forregular buying habits and thus the consumer becomes loyal to the specific brand. Thusloyalty is a deeply held commitment to re-buy or repurchase a preferred product/servicebrand consistently in the future. Only loyal consumers repurchase the same product/service brand over time even when there is an alternative brand present in the market,and eventually loyalty can be measured by the commitment to repurchase in terms ofproducts and services (Ryan et al., 1999). This kind of loyalty can be of great advantageto the firm as customers are ready to pay premium prices and it may cost less to serve andcan bring new customers to the firm (Reichheld and Sasser, 1990).

Amine (1998) distinguished two main constructs of brand loyalty, i.e., the behavioraland attitudinal. The behavioral construct explains that the repeat purchase of a brandover time by a consumer expresses their loyalty, while the attitudinal perspective assumesthat consistent buying of a brand is essential but not sufficient condition of true brandloyalty. It must be complemented with a positive attitude towards brand to ensure thatthe behavior will be pursued further. Thus brand loyalty is a function of both behaviorand attitude.


Factors of Brand LoyaltyTo create and retain brand loyal consumers, it is important to understand the major factorsthat influence brand loyalty among them. This study focuses on seven brands loyaltyfactors: brand name, price, product quality, style, promotion, store-environment andservice quality.

Brand NameThe development of brand name is an expensive and time-consuming process. Accordingto Kohli and Thakor (1997), brand name is the formation of an image or the expansionof brand identity. Brand names that are famous among customers can disseminate productbenefits and this leads to higher recall of advertised benefits of the product than thosethat are not (Malinowska-Olszowy, 2005). Famous brand names can always disseminateproduct benefits and lead to higher recall over non-famous brand names (Keller, 2003).There are so many unfamiliar and alternative brands available in the market place toconfuse the customers. So, to avoid this, consumers always prefer to trust well-knownbrand names. The prominent brand names and their images catch the attention ofconsumers to purchase the brand (Aaker, 1996), and bring about repeat purchasing behaviorand reduce price-related switching behavior of consumers (Cadogan and Foster, 2000).

PricePrice is perhaps the most important concern for average consumers. It serves as one of thestrongest loyalty drivers (Ryan et al., 1999). Consumers with high brand loyalty are lessprice-sensitive and willing to pay premium price for their favored brand (Cadogan andFoster, 2000). Loyal customers are ready to pay more even if the price increases becausethey would prefer to keep away from any perceived risks (Swinker and Hines, 2007).Purchase intention of consumers will not be easily affected by price if they have builtbrand loyalty into the brand. In addition, they may have strong belief in price and valueof their favorite brands so that they can compare and evaluate price with alternativebrands (Evans et al., 1996; and Keller, 1998). Consumers satisfaction and judgments canalso be built by comparing price with perceived values and cost. If the perceived valuesof the product are somewhat greater than cost, consumers will purchase that product(Jones, 1998). According to Hu et al. (2010), price considerably influences the consumerschoice and propensity to purchase.

Product QualityMostly consumers may buy a brand or different brand because of the quality of the product.Product quality can be defined as fitness for use or conformance to requirement (Russell-Bennett et al., 2007). The tangible quality of the sold product leads to repeated purchaseof a single brand or switch around several brands. These are the tangible aspects of thebrand. According to Frings (2005), the components of product quality of fashionmerchandise include size, suitability of materials, colors, function and the performance ofthe merchandise. Functional characteristics of sportswear include being lightweight,


waterproof, anti-sweat and finally durable. Material is important in product quality becauseit affects the performance aspects of the product. Also, consumers relate personally to colorand generally select or reject because the color does or does not appeal to them (Frings,2005). Durability becomes an important consideration in purchasing sportswear becausesome consumers wear their sportswear to carry out heavy and bulky work (Gravin, 1988).

StyleThe term style mostly refers to ones fashion or outer appearance. Style is the visual look,which includes, silhouette, line and details affecting consumers perception towards abrand (Frings, 2005; and Swinker and Hines, 2007). It is the overall combination of theway you move, dress, talk or do anything for that matter. This includes all of ourpsychological behavior like thoughts, emotions, interests and values. Abraham andLittrell (1995) explained that the composite list of apparel attributes has been generatedand one of the conceptual categories is style. Consumers judgment depends on their levelsof fashion consciousness, so judgment will be governed by their opinion of what iscurrently fashionable. Fashion consciousness is generally defined as an awareness of newstyle, changing fashions and attractive styling, as well as the desire to buy somethingtrendy (Sproles and Kendall, 1986). According to Azevedo and Farhangmehr (2005),brands that provide stylish look attract loyal consumers who are also fashion-conscious.

Store EnvironmentThe positive features of the store are location, dcor and other stimulus effect on brandloyalty. Omar (1999) emphasized that store environment was the single most importantfactor in retail marketing success and their longevity. Consumers become loyal if they findstores to be highly accessible during their shopping and satisfied with the stores assortmentand services (Evans et al., 1996). It also affects the consumers buying decisions (Abrahamand Littrell, 1995). The stimuli in the store, such as noise, smell, temperature, shelf spaceand displays, sign and colors, affect consumers decision making and satisfaction with thebrand (Evans et al., 1996). In store, stimuli influence the degree of how long consumers stayin the store and how many products consumers come into visual contact with in the store(Evans et al., 1996). Background music played in the store may affect the attitude andbehavior of the customers who come to purchase (Milliman, 1982).

PromotionA good product with better distribution and reasonable price will fail if its attributes arenot communicated to target customer. Promotion is considered as the fourth componentin marketing mix and a form of communication. Promotion, especially throughadvertising, is important in establishing ideas or perceptions in the consumers minds aswell as differentiating brands in a particular product category. Through advertisement,personal selling, sales promotion and publicity, a company promotes and communicatesabout its product and brands in the market and influences the consumers purchasebehavior (Russell-Bennett et al., 2007). It greatly affects consumers viewpoint andattitudes towards products and brands (Evans et al., 1996). It also helps consumers to build


ideas to differentiate their brand from other brands. Thus effective advertisement canattract brand switchers and create brand loyalty. Moreover, it is seen that effectivecommunication can persuade and motivate consumers to purchase the product theadvertisement has promoted (Czerniawski and Maloney, 1999).

Service QualityA common definition of service quality is that the service should correspond to theconsumers expectations and satisfy their needs and requirements (Gronroos, 1999).Service quality is a kind of personal selling and involves direct relation between a sellerand a potential buyer. The positive impact of salespeople and consumer association willgenerally ensure long-term orientation of consumers towards the store brand. Consumersare induced to shop more because the quality of service provided by the seller is of desiredstandard. The salespeople and consumer relationships will generally result in long-termorientation towards the store or brand. Salespersons performance stimulates bondingthrough trust and will affect consumers perception towards the store or brand. Accordingto Gronroos (1999), the quality of a service perceived by the customers has threedimensions: functional, technical and image. However, Richard and Allaway (1993)advocated that only the financial quality attributes, in reality, explain and predictconsumers buying behavior. Moreover, personalization significantly influences consumerexperience and evaluation of service and in turn brand loyalty of consumers (Mittal andLassar, 1996; and Leung and To, 2001).

MethodologyTo conduct this study, primary data were used to investigate the factors of brand loyaltytowards sportswear brand purchase. Primary data were collected by using a questionnairebased on a five-point Likert scale and distributed among respondents aged from 18 to 40.The data were collected from November 2013 to January 2014. The questionnairecontained two sections: the first section was about consumers demographics and thesecond section was about the factors of brand loyalty. The survey was carried out on arandom sample of 209 consumers. The survey was done at malls, colleges and brandedstores. Of the 209 responses collected, 200 valid responses were used for the empiricalanalysis.

Table 1 shows that 24% of the respondents were aged between 18 and 25 years, 33%between 26 and 30 years, 27% between 31 and 35 years, and 16% between 36 and 40 years.The educational profile of the surveyed respondents indicates that 17% respondents haddiploma, 28% undergraduate degree, 34% Masters degree, and 21% were doing doctorate.The occupational profile of the respondents indicated that 26% of the respondents werestudents, 29% were doing private jobs, 21% were government employees, and 24% wereself-employed. About 10% of the respondents earned less than 10,000 a month, 33%between 10,001 and 20,000, 28% between 20,001 and 30,000, while 18% earned

30,001-40,000. Only 11% respondents earned between 30,001 and 40,000. Pearsoncorrelation was used to test the hypothesis.


Reliability and ValidityIn Table 2, all the variables show a high degree of reliability using Cronbachs alpha. Sevenindependent variable factors of brand loyalty were also tested by the researcher throughthe questionnaire distributed among the respondents. For questionnaire, we used Likertscale: 1 indicates strongly disagree; 2 indicates disagree; 3 indicates neutral; 4 indicatesagree; and 5 indicates strongly agree. The results are derived from the highest mean scoreof factors of brand loyalty based on the respondents response.

Table 3 shows that most of the respondents (31%) were loyal to Adidas, while 23%were loyal to Nike, Woodland, Puma, etc. This means that Adidas as a brand is familiarto most of the respondents hence sellers need to focus on such brands. The results alsorevealed that 21% of the respondents were not loyal to any brand. The above data providesinformation as to what to focus on while promoting sportswear and can help informulating strategies to capture the market.

Table 1: Demographic Profile of the Sample

Demographic Factor Frequency Percentage

Gender Male 114 57

Female 86 43

Age 18-25 47 24

26-30 67 33

31-35 54 27

36-40 32 16

Qualification Diploma 32 17

UG 57 28

Masters 69 34

Ph.D. 42 21

Occupation Student 53 26

Private Sector 58 29

Govt. Sector 42 21

Self-Employed 47 24

Income Less than 10,000 20 10

10,001-20,000 67 33

20,001-30,000 56 28

30,001-40,000 35 18

Above 40,000 22 11


Factors Influencing Brand Loyalty in Sportswear PurchaseFactor analysis was used and five factors were identified from 19 variables. Theseare brand name, price, store environment, product quality and trust. The factorsextracted had Eigenvalues greater than 1 and accounted for 73% of the totalvariance (Table 4).

Table 2: Reliability Test Results

Factors of Brand Cronbachs Mean MeanLoyalty Alpha Average

Brand NameThe brand is reputable 4.00Brand name and image attract me to purchase 0.6778 3.70 3.69Brand name is selected regardless of price 3.60Brand name reflects my own personality 3.48Product QualityThe size of the sportswear fits me very much 3.80The materials used by the brand are comfortable 3.70Sportswear brand has good functional quality 0.6582 3.60 3.63The brand has sufficient color choice of sportswear 3.30The brand of sportswear is durable. 3.79Service QualitySalespeople of the stores are well trained 3.70Salespeople of the stores are willing to help me 0.8770 3.60 3.62Salespeople of the stores are friendly and courteous 3.50Salespeople of the stores have neat appearance 3.60Store EnvironmentThe brand has good store location 3.89The brand has sufficient outlets 0.7284 3.50 3.60The interior display is attractive 3.60Color and music inside the store are attractive 3.43StyleThe brand provides a wide variety of style 3.67Style of the sportswear brand is suitable for me

0.7993 3.51 3.58

Style of the sportswear brand has distinctive features 3.56Style of the sportswear is trendy and fashionable 3.60PromotionAdvertisement of the brand is attractive 3.66Advertisement of the brand attracts me to purchase 0.7184 3.50 3.55Window displays are attractive 3.50PriceThe increased price would not hinder my purchase 3.12 3.49The brand provides good value for money 0.6628 3.87


Table 4: Rotated Component Matrixfor Factors Influencing Brand Loyalty on Sportswear Purchase

Components1 2 3 4 5

Brand NameThe brand is reputable 0.891 0.202 0.008 0. 094 0.188Brand name and image attract me to purchase 0.785 0.043 0.332 0.116 0.238Brand name is selected regardless of price 0.631 0.104 0.259 0.253 0.375Brand reflects my own personality 0.623 0.003 0.554 0.001 0.089PriceIncrease of price not hinder my purchase 0.061 0.829 0.049 0.028 0.036Brand provides good value for money 0.058 0.785 0.475 0.056 0.063Store EnvironmentThe brand has good store location 0.236 0.149 0.806 0.105 0.053The brand has sufficient outlets 0.057 0.247 0.757 0.181 0.332The interior display is attractive 0.003 0.554 0.664 0.001 0.089Color and music are attractive 0.345 0.216 0.306 0.637 0.214Product QualityThe size of the sportswear fits me very much 0.038 0.002 0.242 0.773 0.368The materials used by the brand are comfortable 0.254 0.169 0.113 0.772 0.089Sportswear brand has good functionality quality 0.041 0.170 0.197 0.664 0.324The brand has sufficient color choice 0.323 0.143 0.296 0.637 0.232The brand of sportswear is durable 0.028 0.067 0.150 0.621 0.067StyleThe brand provides a wide variety of style 0.000 0.092 0.011 0.340 0.862Style of the sportswear brand is suitable for me 0.038 0.069 0.164 0.174 0.787Style of sportswear brand has distinctive features 0.054 0.136 0.179 0.469 0.779Style of the sportswear is trendy and fashionable 0.058 0.046 0.054 0.343 0.689

Table 3: Frequency Distribution of Most Preferred Brands

Brand Frequency Percent

Adidas 63 31.5

Reebok 49 24.5

Others (Puma, Nike, Woodland etc.) 46 23

None 42 21

Total 200 100


Brand name accounted for 16% of the total variance. The factors correlated positivelywith four variables. 82% of the respondents indicated that brand name influences thebrand loyalty, while 18% indicated that it does not have any influence (Table 5). Retailersand manufacturers will thus have to focus on this factor while presenting products to theconsumers of sportswear.

The factor price explained 27% of the total variance and correlated positively with twovariables. Half of the respondents indicated that price influences their brand loyalty.These results are very much consistent with the findings of Yee and Sidek (2008), whoargued that price is one of the significant considerations for the average consumers. Thefactor, store environment, accounted for 13% of the total variance and the factorcorrelated positively with four variables. 63% of the respondents indicated that this factorinfluences their brand loyalty, while 37% indicated it does not. This shows that windowdisplays and well-designed stores have appealing effect causing the customer to be loyalto a particular brand. The image created by the trader or manufacturer also plays a vitalrole in persuading the customers to be loyal to a brand. This is consistent with the findingsof Aaker (1991) that store attractiveness of the brand indirectly affects brand loyalty. Thefactor, product quality, accounted for only 9% of the total variance. The factor correlatedpositively with five variables. 90% of the respondents indicated that this factor influencestheir brand loyalty, while 10% indicated it does not. As indicated by Swinker and Hines(2007), the quality of the product is paramount since the consumers will always considerthe quality vis--vis the price. If the material of the product is not comfortable, theconsumers tend to reject the products and focus their attention on other products. Styleaccounted for 8% of the total variance. The factor correlated positively with four variables.95% of the respondents indicated that the style influences their brand loyalty, while 5%indicated it does not. Style is very important while selecting the brand in sportswear. Itprovides reputation to the brand.

Pearsons correlation was used to test the hypothesis that brand name, price, productquality, store environment and trust have no relationship with brand loyalty. Thecorrelation between the brand name and brand loyalty was 0.561 (Table 6). This portrayed

Table 5: Factors Influencing Brand Loyalty

Brand Loyalty Factor Influence Does Not Influence

Brand Name 164 (82%) 36 (18%)

Price 100 (50%) 100 (50%)

Store Environment 126 (63%) 74 (37%)

Product Quality 180 (90%) 20 (10%)

Style 90 (95%) 10 (5%)


a fairly strong relationship that was statistically significant (p = 0.002). Product qualitywas found to have a significant positive relationship with brand loyalty (r = 0.304 andp = 0.002). This finding indicates that quality of the product plays an important role inthe consumer decision-making process. The research finding showed that price and brandloyalty had a positive relationship (r = 0.466 and p = 0.005). Price was an importantconsideration for most of the consumers. However, consumers with high loyalty were veryless price-sensitive and ready to purchase again and again. The correlation between styleof the sportswear brand and brand loyalty was not fairly strong and not statisticallysignificant (r = 0.146 and p = 0.171). This means that the consumers buying sportsweardo not focus on how stylish the outfit is. Store environment plays an important role increating brand loyalty. The results showed that store environment and brand loyalty werepositively related. The correlation between store environment and brand loyalty wasstatistically significant (r = 0.369 and p = 0.001). From this, it is observed that consumerspay much attention to store attributes while purchasing products.

ConclusionThe rationale behind this study is to examine how the consumers are influenced by factorsof brand loyalty while purchasing sportswear brands. Brand loyalty is important for anorganization to ensure that its product is remembered by consumers so that they do notmove to other brands. The study also showed that it was not an easy task to win andsustain consumer loyalty because there were many forces drawing consumers away such ascompetition, variety, consumers thirst, etc. The findings revealed that brand name playsa significant role in influencing consumers to be brand-loyal. Additionally, the overallfindings of this study also show that consumers prefer product quality, price and storeenvironment as relevant factors attributable to brand loyalty. All these factors showed apositive relationship with brand loyalty, except style which had no relationship. Finally,the marketers should understand how the factors of brand loyalty can affect consumer-buying behavior in the market, which can help the marketers in segmenting consumersfor their brands and marketing communication.

Managerial Implication: Young consumers have the highest interest in sportswear brand.They are the big spenders in the sportswear market. They are interested in expressing

Table 6: Correlations for Brand Loyalty and Its Factors

Factors Pearson Correlation Significant (2-tailed)

Brand Name 0.561 0.002

Product Quality 0.304 0.002

Price 0.466 0.005

Style 0.146 0.171

Store Environment 0.369 0.001

Note: Correlation was significant at 0.01 level (2-tailed).


individuality and wearing latest and trendy apparels. They dispose of their old styledfashioned wardrobe frequently. This period represents a change in lifestyle and a phase ofnew wardrobe demand. As they have high interest in personal appearance, they tend tospend more on sportswear brands. A large majority of the respondents were aged between18 and 25 years old, and therefore marketers have to concentrate their efforts andresources on this consumer segment. On the other hand, creating brand-loyal consumersis difficult. Marketers need to continually improve their marketing programs to attract andretain brand-loyal consumers. As competitions in the marketplace are getting increased,consumers are supplied with the information on different brands. Marketers may focus onmaking more consumers satisfied as well as making specific group of consumers moresatisfied. Therefore, marketers should concentrate on gaining knowledge of the factorsthat can influence consumers to remain loyal to their own brands.

References1. Aaker D (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The

Free Press, New York.

2. Aaker D (1996), Building Strong Brand, The Free Press, New York.

3. Abraham M L and Littrell M A (1995), Consumers Conceptualization of ApparelAttributes, Clothing and Textile Research Journal, Vol. 13, No. 2, pp. 65-74.

4. Amine A (1998), Consumers True Brand Loyalty: The Central Role ofCommitment, Journal of Strategic Marketing, Vol. 6, No. 4, pp. 305-319.

5. Azevedo A and Farhangmehr M (2005), Clothing Branding Strategies: Influence ofBrand Personality on Advertising Response, Journal of Textile and Apparel, Technologyand Management, Vol. 4, No. 3, pp. 1-13.

6. Cadogan J W and Foster B D (2000), Relationship Selling and Customer Loyalty:An Empirical Investigation, Journal of Economic Psychology, Vol. 16, No. 2,pp. 311-329.

7. Chaudhuri A and Holbrook M B (2001), The Chain of Effects from Brand Trust andBrand Effects to Brand Performance: The Role of Brand Loyalty, Journal of Marketing,Vol. 65, No. 2, pp. 81-93.

8. Czerniawski R D and Maloney M W (1999), Creating Brand Loyalty: The Managementof Power Positioning and Really Great Advertisement, AMACOM, American ManagementAssociation, New York.

9. Evans J, Moutinho L and Van Raaij W F (1996), Applied Consumer Behaviour, Addison Wesley Pub. Co., Harlow: Reading, Mass.

10. Frings G S (2005), Fashion: From Concept to Consumer, 8th Edition, Pearson/PrenticeHall, New Jersey.


11. Gravin D A (1988), Managing Quality: The Strategic and Competitive Edge, Free Press,New York; Maxwell Macmillan, Toronto.

12. Gronroos C (1999), Services Management and Marketing, Lexington Books,Lexington.

13. Hu T, Chuang S, Hsieh W, Chang C and Chang C (2010), Investigating BrandStrategy, Brand Equity, and Channel Strategy on Market Performance: An EmpiricalInvestigation of the Cosmetic Industry, http://academic-papers.org/ocs2/session/Papers/ G4/551-1867-1-DR.doc

14. Jones J P (1998), Whats in a Brand? Building Brand Equity Through Advertising, TataMcGraw-Hill Publishing Company Ltd., New Delhi.

15. Keller K L (1998), Conceptualizing, Measuring and Managing Customer-BasedBrand Equity, Journal of Marketing, Vol. 57, No. 1, pp. 1-22.

16. Keller K L (2003), Strategic Brand Management: Building Measuring and Managing BrandEquity, Prentice Hall, New Jersey.

17. Kohli C and Thakor M (1997), Branding Consumers Goods: Insights from Theoryand Practice, Journal of Consumer Marketing, Vol. 14, No. 3, pp. 206-219.

18. Lee J and Feick L (2001), The Impact of Switching Costs on the CustomerSatisfaction-Loyalty Link: Mobile Phone Service in France, The Journal of ServicesMarketing, Vol. 15, No. 1, pp. 35-48.

19. Leung C, and To C K (2001), Measuring Perceived Quality of Fashion Stores: ATest-retest Reliability Investigation, Journal of Fashion Marketing and Management,Vol. 5, No. 4, pp. 324-329.

20. Malinowska-Olszowy M (2005), Brand Strategy in the Clothing and TextileMarket, Fibre and Textile in Eastern Europe, Vol. 13, No. 1, pp. 8-17.

21. Milliman R E (1982), Using Background Music to Affect the Behavior ofSupermarket Shoppers, Journal of Marketing, Vol. 46, No. 3, pp. 86-91.

22. Mittal B and Lassar W M (1996), The Role of Personalization in ServiceEncounters, Journal of Retailing, Vol. 72, No. 1, pp. 95-109.

23. Omar O E (1999), Retail Marketing, Pearson Education, Harlow.

24. Reichheld F F and Sasser W E Jr. (1990), Zero Defections: Quality Comes toServices, Harvard Business Review, Vol. 68, No. 5, pp. 105-111.

25. Richard M D and Allaway A W (1993), Service Quality Attributes and ChoiceBehaviour, Journal of Services Marketing, Vol. 7, No. 1, pp. 59-68.

26. Russell-Bennett R, McColl-Kennedy J R and Coote LV (2007), Involvement,Satisfaction and Brand Loyalty in a Small Business Services Setting, Journal ofBusiness Research, Vol. 60, No. 12, pp. 1253-1260.


27. Ryan M J, Rayner R and Morrison A (1999), Diagnosing Customer Loyalty Drivers,Marketing Research, Vol. 11, No. 2, pp. 18-26.

28. Sproles G B and Kendall E L (1986), A Methodology for Profiling ConsumersDecision-Making Styles, The Journal of Consumer Affairs, Vol. 20, No. 2, pp. 267-279.

29. Swinker M E and Hines J D (2007), Understanding Consumers Perception ofClothing Quality: A Multidimensional Approach, International Journal of ConsumerStudies, Vol. 30, No. 2, pp. 218-223.

30. Wernerfelt B (1991), Brand Loyalty and Market Equilibrium, Marketing Science,Vol. 10, No. 3, pp. 229-245.

31. Wood L M (2004), Dimensions of Brand Purchasing Behaviour: Consumers in the18-24 Age Group, Journal of Consumer Behaviour, Vol. 4, No. 1, pp. 9-24.

32. Yee W F and Sidek Y (2008), Influence of Brand Loyalty on Consumer Sportswear,Journal of Economics and Management, Vol. 2, No. 2, pp. 221-236.

Reference # 25J-2014-12-03-01

Copyright of IUP Journal of Brand Management is the property of IUP Publications and itscontent may not be copied or emailed to multiple sites or posted to a listserv without thecopyright holder's express written permission. However, users may print, download, or emailarticles for individual use.

Documents

Brand Loyalty on Softdrink