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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Autor principal:	Aobakwe Ledikwe
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	brand awareness brand image brand trust brand commitment brand loyalty Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/6b16dfcd1da6427ea23ffe03276e2322
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spelling	oai:doaj.org-article:6b16dfcd1da6427ea23ffe03276e23222021-12-02T15:59:47ZDeterminants of brand loyalty in the apparel industry: A developing country perspective2331-197510.1080/23311975.2020.1787736https://doaj.org/article/6b16dfcd1da6427ea23ffe03276e23222020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1787736https://doaj.org/toc/2331-1975The 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.Aobakwe LedikweTaylor & Francis Grouparticlebrand awarenessbrand imagebrand trustbrand commitmentbrand loyaltyBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	brand awareness brand image brand trust brand commitment brand loyalty Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	brand awareness brand image brand trust brand commitment brand loyalty Business HF5001-6182 Management. Industrial management HD28-70 Aobakwe Ledikwe Determinants of brand loyalty in the apparel industry: A developing country perspective
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.
format	article
author	Aobakwe Ledikwe
author_facet	Aobakwe Ledikwe
author_sort	Aobakwe Ledikwe
title	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_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_sort	determinants of brand loyalty in the apparel industry: a developing country perspective
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/6b16dfcd1da6427ea23ffe03276e2322
work_keys_str_mv	AT aobakweledikwe determinantsofbrandloyaltyintheapparelindustryadevelopingcountryperspective
_version_	1718385333941305344

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

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