BRAND LOYALTY ON SPORTS SHOES: A STUDY OF NIKE

Abstract

The purpose of this study is to examine the path of quality of product, promotion, brand name, store environment and quality of service toward Nike sports shoes in Malaysia. In this highly competitive phenomenon, brand loyalty has become an essential key issue affecting customer decision-making. Furthermore, brand loyalty will be achieved when the business has successful to best reputation. This study will employ the SPSS 25 and Smart-PLS 3.0 to examine the respondents’ profile and to test the relationship between the factors on brand loyalty. Quantitative research using questions was applied to get responses from randomly selected respondents participated in this study which comprised 75% of the response rate. In a nutshell, this study found that quality of product, store environment and quality of service have a positive relationship with brand loyalty. On the other hand, price, promotion and brand name do not have any significant with brand loyalty. The paper will be of benefit to sports shoe industry specifically Nike as it can help Nike to gain more tips and better understanding towards the factors that can sustain their brand loyalty and further improve on their products. In the discussion, a summary of our study, managerial implications and new research direction are presented.