Corvinus
Corvinus

Role of brand loyalty in purchase of sports shoes

Grossmanová, Marta and Vojtková, Mária and Kita, Pavol (2009) Role of brand loyalty in purchase of sports shoes. Vezetéstudomány - Budapest Management Review, 40 (6). pp. 60-67.

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Abstract

This article reports the results of a study of consumer attitudes to brand loyalty. An empirical investigation is based on the sample of 872 individuals aged from sixteen years and located in the cities with upper and lower ten thousands inhabitants in sports shoes market. First, the creation of brand loyalty is defined, followed by an overview of theoretical works in the field. Finally, the study itself is presented. The study concludes that there is a significant dependence on the degree of loyalty determined by the environment in which consumers live and expenses connected with a specific sport. It also reveals the dimensions of brand selection that is influenced by a reflection of self-image of consumer in spite of the increase of price.

Item Type:Article
Uncontrolled Keywords:brand loyalty, brand trust, brand personality, consumer relationship, consumer behavior, product involvement, analysis of variance, principal factor analysis
Subjects:Commerce and tourism
Marketing
ID Code:2982
Deposited By: Z. S.
Deposited On:14 Jul 2017 12:25
Last Modified:21 Dec 2018 15:18

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