Determinants of brand loyalty in the apparel industry: A developing country perspective
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 hy...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2020-01-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311975.2020.1787736 |
| _version_ | 1818842819127672832 |
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| author | Aobakwe Ledikwe |
| author_facet | Aobakwe Ledikwe |
| author_sort | Aobakwe Ledikwe |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-19T04:48:02Z |
| format | Article |
| id | doaj.art-6b16dfcd1da6427ea23ffe03276e2322 |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-12-19T04:48:02Z |
| publishDate | 2020-01-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-6b16dfcd1da6427ea23ffe03276e23222022-12-21T20:35:25ZengTaylor & Francis GroupCogent Business & Management2331-19752020-01-017110.1080/23311975.2020.17877361787736Determinants of brand loyalty in the apparel industry: A developing country perspectiveAobakwe Ledikwe0Department of Marketing Management, University of JohannesburgThe 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.http://dx.doi.org/10.1080/23311975.2020.1787736brand awarenessbrand imagebrand trustbrand commitmentbrand loyalty |
| spellingShingle | Aobakwe Ledikwe Determinants of brand loyalty in the apparel industry: A developing country perspective Cogent Business & Management brand awareness brand image brand trust brand commitment brand loyalty |
| title | Determinants of brand loyalty in the apparel industry: A developing country perspective |
| title_full | Determinants of brand loyalty in the apparel industry: A developing country perspective |
| title_fullStr | Determinants of brand loyalty in the apparel industry: A developing country perspective |
| title_full_unstemmed | Determinants of brand loyalty in the apparel industry: A developing country perspective |
| title_short | Determinants of brand loyalty in the apparel industry: A developing country perspective |
| title_sort | determinants of brand loyalty in the apparel industry a developing country perspective |
| topic | brand awareness brand image brand trust brand commitment brand loyalty |
| url | http://dx.doi.org/10.1080/23311975.2020.1787736 |
| work_keys_str_mv | AT aobakweledikwe determinantsofbrandloyaltyintheapparelindustryadevelopingcountryperspective |