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- Title
UNDERSTANDING THE ANTECEDENTS OF BRAND LOYALTY FOR IMPROVED BRAND SUSTAINABILITY.
- Authors
Sinha, Kunjal; Khajuria, Rajesh; Thakar, Hetal
- Abstract
Understanding the loyalty factors which affect consumers while selecting a brand becomes the need of an hour, which in turn makes brand sustainable. The current study is based on understanding the antecedents of brand loyalty for improved brand sustainability for cosmetic industry. The data is collected based on descriptive research design. The sample size is 500 working women of Gujarat (India). A well-designed structured questionnaire consisting of 29 statements related to brand association, brand equity and brand trust, is used to collect the responses measured on a fivepoint Likert scale (Strongly Disagree to Strongly Agree). The factor analysis is performed to draw factors of importance. The results revealed that the factors such as brand trust, brand association, perceived quality, brand name, brand preferences, perceived value and risk, product attributes and risk are the major factors affecting brand loyalty.
- Subjects
BRAND loyalty; SUSTAINABILITY; CONSUMER attitudes; BRAND equity; LIKERT scale; FACTOR analysis
- Publication
Studies & Proceedings of Polish Association for Knowledge Management, 2018, Issue 89, p5
- ISSN
2451-4543
- Publication type
Article