Examining Antecedents of Brand Loyalty on Sportswear: An Empirical Investigation of University Students in Hong Kong

Abstract

To extend the current understanding of brand loyalty in the sportswear industry, this article discusses six factors that influence brand loyalty of university students towards the Hong Kong sportswear market. Conclusions were drawn based on responses collected through online questionnaires. A total of 205 college students participated in the study. The final results showed that only product quality and brand name affect Hong Kong university students’ brand loyalty towards sportswear. However, based on the whole study, other factors (i.e., service quality, store environment, style and promotions) also play a vital role in sportswear marketing. This research provided insight for sportswear marketers in creating proper marketing strategies for the sportswear industry.