Title: A Study on the Influence of Brand Loyalty towards Branded Apparels for Men at Dindigul
Abstract: The purpose of this article is to study the influence of brand loyalty on apparel's buying behavior of consumers at Dindigul. Rising costs of living around the world cause consumers to stretch their incomes more thinly, meaning necessities are being weighed against apparel. Fashion must have value and purpose and truly resonate to the consumer. Strong brands with consistent powerful messages can create loyalty and a sense of worth that transcends the burden of choice. Branding may communicate several meanings to the consumer, which include the attribute, benefit, value, culture, personality, and user. In addition, branding will indicate the importance of loyalty, awareness, quality, association and others. The success of a firm depends largely on its capability to attract consumers towards its brands. In particular, it is critical for the survival of a company to retain its current customers, and to make them loyal to the brand. The seven factors of brand loyalty are brand name, product quality, price, style, promotion, service quality and store environment. Questionnaires were used to interview the 400 respondents. Descriptive analysis, one-way ANOVA and Pearson Correlation were used in this study. The findings of this study indicated that brand name/Brand image has shown strong correlation with brand loyalty. The research results showed that there is a positive and significant relationship between factors of brand loyalty (brand name, product quality, price, promotion, service quality and store environment) with apparels brand loyalty.
Publication Year: 2011
Publication Date: 2011-07-24
Language: en
Type: article
Access and Citation
Cited By Count: 5
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot