ISSN 2394-5125
 

Research Article 


A STUDY ON BRAND LOYALTY AND ITS ASSOCIATION WITH EDUCATIONAL QUALIFICATIONS OF SPORTSPERSONS: EVIDENCE FROM THE ATHLETIC FOOTWEAR MARKET OF PUNJAB, INDIA

Shivani Malhan.

Abstract
Brand Loyalty increases the market share and profitability of the firm because it can be sustained
for a longer period of time. Once the company becomes successful in establishing a long term association with
customer then it can attain the sustainable competitive advantage. The firms must come up with creative and
innovative ideas to increase brand loyalty as it is very difficult to retain the customers in the present era. It is
imperative for the marketers to relate influence of demographic variables on factors affecting brand loyalty. This
research paper found out the relationship of one of the demographic variable i.e educational qualification on
brand loyalty. The two non-parametric tests used in the research were kruskal wallis test and games howell
analysis. Sportspersons with different educational qualifications showed significant difference for distinct
factors affecting brand loyalty namely customer satisfaction, brand preference and perceived value.

Key words: Brand, Brand Loyalty, Athletic footwear


 
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Pubmed Style

Shivani Malhan. A STUDY ON BRAND LOYALTY AND ITS ASSOCIATION WITH EDUCATIONAL QUALIFICATIONS OF SPORTSPERSONS: EVIDENCE FROM THE ATHLETIC FOOTWEAR MARKET OF PUNJAB, INDIA. JCR. 2020; 7(16): 1721-1727. doi:10.31838/jcr.07.16.217


Web Style

Shivani Malhan. A STUDY ON BRAND LOYALTY AND ITS ASSOCIATION WITH EDUCATIONAL QUALIFICATIONS OF SPORTSPERSONS: EVIDENCE FROM THE ATHLETIC FOOTWEAR MARKET OF PUNJAB, INDIA. http://www.jcreview.com/?mno=5310 [Access: June 01, 2021]. doi:10.31838/jcr.07.16.217


AMA (American Medical Association) Style

Shivani Malhan. A STUDY ON BRAND LOYALTY AND ITS ASSOCIATION WITH EDUCATIONAL QUALIFICATIONS OF SPORTSPERSONS: EVIDENCE FROM THE ATHLETIC FOOTWEAR MARKET OF PUNJAB, INDIA. JCR. 2020; 7(16): 1721-1727. doi:10.31838/jcr.07.16.217



Vancouver/ICMJE Style

Shivani Malhan. A STUDY ON BRAND LOYALTY AND ITS ASSOCIATION WITH EDUCATIONAL QUALIFICATIONS OF SPORTSPERSONS: EVIDENCE FROM THE ATHLETIC FOOTWEAR MARKET OF PUNJAB, INDIA. JCR. (2020), [cited June 01, 2021]; 7(16): 1721-1727. doi:10.31838/jcr.07.16.217



Harvard Style

Shivani Malhan (2020) A STUDY ON BRAND LOYALTY AND ITS ASSOCIATION WITH EDUCATIONAL QUALIFICATIONS OF SPORTSPERSONS: EVIDENCE FROM THE ATHLETIC FOOTWEAR MARKET OF PUNJAB, INDIA. JCR, 7 (16), 1721-1727. doi:10.31838/jcr.07.16.217



Turabian Style

Shivani Malhan. 2020. A STUDY ON BRAND LOYALTY AND ITS ASSOCIATION WITH EDUCATIONAL QUALIFICATIONS OF SPORTSPERSONS: EVIDENCE FROM THE ATHLETIC FOOTWEAR MARKET OF PUNJAB, INDIA. Journal of Critical Reviews, 7 (16), 1721-1727. doi:10.31838/jcr.07.16.217



Chicago Style

Shivani Malhan. "A STUDY ON BRAND LOYALTY AND ITS ASSOCIATION WITH EDUCATIONAL QUALIFICATIONS OF SPORTSPERSONS: EVIDENCE FROM THE ATHLETIC FOOTWEAR MARKET OF PUNJAB, INDIA." Journal of Critical Reviews 7 (2020), 1721-1727. doi:10.31838/jcr.07.16.217



MLA (The Modern Language Association) Style

Shivani Malhan. "A STUDY ON BRAND LOYALTY AND ITS ASSOCIATION WITH EDUCATIONAL QUALIFICATIONS OF SPORTSPERSONS: EVIDENCE FROM THE ATHLETIC FOOTWEAR MARKET OF PUNJAB, INDIA." Journal of Critical Reviews 7.16 (2020), 1721-1727. Print. doi:10.31838/jcr.07.16.217



APA (American Psychological Association) Style

Shivani Malhan (2020) A STUDY ON BRAND LOYALTY AND ITS ASSOCIATION WITH EDUCATIONAL QUALIFICATIONS OF SPORTSPERSONS: EVIDENCE FROM THE ATHLETIC FOOTWEAR MARKET OF PUNJAB, INDIA. Journal of Critical Reviews, 7 (16), 1721-1727. doi:10.31838/jcr.07.16.217