Determinants of brand loyalty in the apparel industry: A developing country perspective

Abstract

The study aims to investigate the determinants of brand loyalty in the apparel industry of Botswana. A descriptive quantitative design was followed, and data were collected from respondents using a self-administered questionnaire. A structured equation modelling technique was used to validate the hypotheses. The results indicated an array of positive significant relationships between brand awareness, brand image, brand trust, and brand loyalty. Additionally, brand commitment significantly moderated the influence of brand trust on brand loyalty. Therefore, it is important for the management of apparel brands to cultivate the levels of brand awareness, brand image, brand trust, and brand commitment in order to strengthen brand loyalty and, in turn, contribute to the longevity of apparel brands in Botswana.

Brand equity, brand loyalty and the mediating role of customer satisfaction: evidence from medical cosmetics brands

“…In addition, higher brand equity increases the level of consumer satisfaction, which eventually results in brand loyalty. The conclusions of this study conform to the findings of Kataria and Saini, (2019), Omoregie et al (2019), Alhaddad (2015), Ledikwe (2020), Keller (1993), Nam et. al.…”

“…Customers' knowledge regarding a specific product or brand shows them a certainty about the brand reliability, enhancing the level of brand trust (e.g., Chaudhuri & Holbrook, 2001). Brand knowledge component-brand image and brand awareness has an effect on brand trust (Ledikwe, 2020). The solid image is able to reduce the risk of perception and stimulate more familiarity with brand which, as a result, fosters the customers' trust (Lin & Lee, 2012;Alhaddad, 2015).…”

amor hacia la marca, un factor determinante de la lealtad hacia marcas del sector textil

“…La lealtad en tiempos pasados se la consideraba como el resultado de la repetición de compra (Ledikwe, 2020), sin embargo, esta misma involucra varios aspectos, como preferencias de marca, situaciones, experiencias vividas, entre otras, que hace que el adquiriente se convierta en un embajador de la marca. Kataria & Saini (2020), mencionan que la lealtad de marca puede tener dos dimensiones, la primera denominada conductual, misma que, consiste en la compra repetida sin mucho esfuerzo por parte de los consumidores o los esfuerzos que la competencia ejecute, la segunda es la lealtad actitudinal, la cual se refiere a una recompra en base a un apego emocional con la marca, misma que se da por recomendaciones, o incluso experiencias vividas al utilizar el bien o servicio.…”

The Impact of Social-media Marketing Activities on Consumers’ Loyalty Intentions: The Mediating Roles of Brand Awareness, Consumer Brand Engagement and Brand Image

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