The paper seeks to find out the factors of brand loyalty towards sportswear brand purchase. The paper reports the results of brand loyalty of 209 respondents aged from 18 to 40. The seven factors of brand loyalty are price, brand name, style, product quality, promotion, store environment and service quality. To collect the necessary data and test the hypotheses, a standard questionnaire was used and distributed among 209 respondents. Factor analysis was conducted to reduce the variable into considerable components. Pearson correlation was used to test the hypotheses. The results showed that there is a positive relation between some of the factors of brand loyalty and the sportswear brand purchase.

Brand loyalty plays an important role in developing and maintaining the goal of marketing (Reichheld and Sasser, 1990). In India, brand loyalty is considered as an asset and consumers are ready to pay more than usual for a brand (Wernerfelt, 1991). Companies, especially those in the sportswear manufacturing, strive to increase brand loyalty among their customers. Brand loyalty is expressed through the intention or behavior to repurchase a particular brand continually. The repurchase decisions of consumers very much depend on the trust and quality of the product or service (Chaudhuri and Holbrook, 2001). The main emphasis of marketing has shifted from winning new customers to retention of existing ones (Aaker, 1991). In marketing, true brand loyalty consists of a consumer’s commitment to repurchase the brand through constant purchase and also customers have a high relative attitude towards the brand. This indicated that the repurchase behavior mainly depends on the trust and quality of the product and service (Chaudhuri and Holbrook, 2001). Customer loyalty determines how much of the product is bought and how often the repeat purchases is made based on its features. Established brands invest money and time in upholding brand identity, preserving brand loyalty and developing new sports product lines so as to gain more market share. Therefore, it is important for marketing managers to acquire more knowledge in brand loyalty.

Brand Management Journal, Brand Loyalty, Consumers, Brand Loyalty, Factors, Brand Loyalty, Constituent Factors, Sportswear Brand Purchase