P. S. Venkateshwaran, N. Ananthi, U. Geetha, Binith Muthukrishnan. K
Abstract
The purpose of this article is to study the
influence of brand loyalty on apparels 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.
Keywords: Brand loyalty, branded apparel, Factors
of Brand Loyalty.
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