Antecedents of Brand Loyalty of Sportswear Brands among Young Consumers in Sri Lanka

Abstract

The current intense competition in the industry where sportswear products are available is a great challenge to organizations to build long term relationships with their customers. Therefore it is important for the key market players to identify and evaluate the degree of brand loyalty in sportswear and the antecedents of being brand loyal to such brands in order to face the fierce competition. In fact young consumers all over the globe are more attracted to sports brands in the world. Thus, the aim of the research is to examine the Antecedents of brand loyalty of sportswear brands among the young consumers in Sri Lanka. The survey method is used with 251 structured questionnaires collected from young consumers in the Western Province of Sri Lanka. The respondents are selected through the judgmental sampling technique. Both descriptive and inferential statistics are used for the analysis. Findings revealed that there is a high brand loyalty for sport brands among young consumers in Sri Lanka and brand name, product quality, style, price, promotion, habit and store environment are the antecedents for brand loyalty. Companies in the fashion and shoes industry can invest on sports brands as there is a high tendency for the same from the young generation in Sri Lanka. Further, companies in the fashion industry should place more focus on brand, quality, style, price, promotion, store environment and inculcate the habit of purchasing the sports brands in their business and marketing strategies.