IDEAS home Printed from https://ideas.repec.org/a/ids/ijbema/v15y2023i3p240-266.html
   My bibliography  Save this article

The sway of sports shoe brand personality on brand loyalty considering gender as a moderator

Author

Listed:
  • Satinder Kumar
  • Anil Kumar

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.

Suggested Citation

  • Satinder Kumar & Anil Kumar, 2023. "The sway of sports shoe brand personality on brand loyalty considering gender as a moderator," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 15(3), pages 240-266.
    • Handle: RePEc:ids:ijbema:v:15:y:2023:i:3:p:240-266
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=132187
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbema:v:15:y:2023:i:3:p:240-266. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=249 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.