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

Artikel

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.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: Cogent Business & Management ; ISSN: 2331-1975 ; Volume: 7 ; Year: 2020 ; Issue: 1 ; Pages: 1-18 ; Abingdon: Taylor & Francis

Classification and Topics

• Classification: Management
• Subject: brand awareness ; brand image ; brand trust ; brand commitment ; brand loyalty

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Ledikwe, Aobakwe
• Event: Veröffentlichung
• (who): Taylor & Francis
• (where): Abingdon
• (when): 2020

Further information

• DOI: doi:10.1080/23311975.2020.1787736
• Handle: http://hdl.handle.net/10419/244886
• Last update: 10.03.2025, 11:44 AM CET