The brand loyalty of sportswear in Hong Kong

Abstract

This paper reports the results of brand loyalty of 280 university students, aged from 18 to 24 years old. This study explores brand loyalty behavior on sportswear and examines key brand loyalty factors: brand name, product quality, price, style, store environment, promotion, and service quality. Consumers are classified into two categories by their degree on brand loyalty: hard-core loyal consumers and brand switchers. The study concludes that brand name, style, and promotion are the key brand factors which can distinguish hard-core loyal consumers and brand switchers. Brand name and style have more influence on the brand loyalty of hard-core loyal consumers, while promotion influences more on that of brand switchers. Product quality is perceived by both groups as the most important factor affecting their brand loyalty.