Link between brand personality and brand loyalty in sportswear brand among malaysian consumer

Suddin Lada, and Kenny Teoh Guan Cheng, and Samsinar Md. Sidin, (2014) Link between brand personality and brand loyalty in sportswear brand among malaysian consumer. Labuan Bulletin of International Business and Finance (LBIBF), 12 . ISSN 1674-7262

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Abstract

Brand personality plays a critical role in customer loyalty, and also has profound effects on a company’s brand performance. This study seeks to investigate the influence of brand personality dimensions (sincerity, excitement, competence, sophistication, and ruggedness) on brand loyalty in the Malaysian sportswear industry. A total of 958 respondents from six different parts of Malaysia participated in this study. A survey using nonprobability sampling was used in this study. Findings of this study provide empirical verification of the link among brand personality dimensions and brand loyalty. In addition, “ruggedness” is found to be the most contributing factors for brand loyalty. The present findings also suggest that marketing efforts for sportswear companies need to distinguish between the dimensions of brand personalities that are more significant to brand loyalty in sportswear industry.

Item Type:Article
Uncontrolled Keywords:Brand Personality Dimensions, Brand loyalty
ID Code:15838
Deposited By:Noraini L
Deposited On:17 Feb 2017 11:20
Last Modified:17 Feb 2017 11:20

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