Link between brand personality and brand loyalty in sportswear brand among Malaysian consumer

Suddin Lada, Prof. Datin Paduka Samsinar Md. Sidin and Dr. Kenny Teoh Guan Cheng

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Type :	Academic Journal
Main Author :	Suddin Lada, Prof. Datin Paduka Samsinar Md. Sidin and Dr. Kenny Teoh Guan Cheng
Title :	Link between brand personality and brand loyalty in sportswear brand among Malaysian consumer
Varying Form of Title :	Labuan Bulletin of International Business & Finance, Volume 12, (2014)
Content Type :	still image (rdacontent)
Media Type :	computer (rdamedia)
Carrier Type :	online resource (rdacarrier)

Publisher :	Labuan Bulletin of International Business & Finance
Year of Publication :	2014
Summary :	Brand personality plays a critical role in customer loyalty, and also has profound effects on a company’s brand performance. This study seeks to investigate the influence of brand personality dimensions (sincerity, excitement, competence, sophistication, and ruggedness) on brand loyalty in the Malaysian sportswear industry. A total of 958 respondents from six different parts of Malaysia participated in this study. A survey using nonprobability sampling was used in this study. Findings of this study provide empirical verification of the link among brand personality dimensions and brand loyalty. In addition, “ruggedness” is found to be the most contributing factors for brand loyalty. The present findings also suggest that marketing efforts for sportswear companies need to distinguish between the dimensions of brand personalities that are more significant to brand loyalty in sportswear industry.
Corporate Name :	UNIRAZAK Library
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