Sportswear brand loyalty : a study among young Maltese respondents

Abstract

The sportswear market is a very profitable business and young consumers are big spenders on sportswear products. Brand loyal consumers are very important in this highly competitive market. A closer look is given to the branding strategies of the major players in the market. The phases of loyalty model is discussed to see how this four step process leads to brand loyal consumers. In this study a measurement tool was used to gauge the brand loyalty of young Maltese consumers aged between 17 and 30. The respondents' level of brand loyalty and their favourite sportswear brand were identified and their demographic data was gathered. The effect that four factors (brand name, product quality, price and style) have on brand loyalty was also measured through a 7-point Likert scale questionnaire. The causal relationship these factors have on brand loyalty was then tested using linear regression to see if the brand loyalty research model was supported. The analysis of the results suggested that all four factors affect brand loyalty. The results also revealed that the majority of the respondents were not brand loyal. Finally, some ideas for future research and limitations for the study were discussed.