 The sway of sports shoe brand personality on brand loyalty considering gender as a moderatorSatinder Kumar and Anil Kumar International Journal of Business and Emerging Markets, 2023, vol. 15, issue 3, 240-266 Abstract: The purpose of this research is to determine dimensions of sports shoe brand personality (SSBP), and their impact of SSBP on brand loyalty (BL), taking gender as moderator. The study discovered adventure, protectiveness, modernity, sophistication, and competence as the most important dimensions of sports shoe brand personality. A significant positive impact of SSBP on BL was also observed, but, no moderating effect of gender was found. The study uses stepwise regression analysis to find the best combination of brand loyalty factors to correlate with brand personality of sports shoes in order to provide a roadmap between the shoes and the buyers. It is important for the sports shoe industries to understand personality of brands accurately. Furthermore, this study contributes to the footwear business by helping policy makers learn how they can bring people close to their favourite brands and increase loyalty towards the sports shoe brands. Keywords: brand name; sportswear; brand loyalty; sports shoe brand personality; SSBP; moderator; structural equation modelling; SEM; exploratory factor analysis; EFA; confirmatory factor analysis; CFA; sports shoe personality; sports shoes market; stepwise regression. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbema:v:15:y:2023:i:3:p:240-266 Access Statistics for this article More articles in International Journal of Business and Emerging Markets from Inderscience Enterprises Ltd |
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