Young consumers' loyalty towards premium and non-premium shoe brands Online publication date: Tue, 21-Dec-2021
by Pankaj Kumar Singh; Swapnarag Swain; Anees Ahmad; Gyan Prakash
International Journal of Business Innovation and Research (IJBIR), Vol. 26, No. 4, 2021
Abstract: This study aims to investigate the differences in the path leading to young consumers' loyalty for premium and non-premium shoe brands in emerging economies like India. This study adopts a descriptive and cross-sectional research design which involves primary data collection from 526 respondents through the questionnaire survey method. Four sports shoe brands are considered - 'Nike' and 'Adidas' as premium and 'Bata' and 'Sparx' as non-premium brands. Data analysis involves application of structural equation modelling with the help of SPSS-AMOS software. Results indicated that a brand's emotional value and satisfaction are positively related and both act as significant predictors of brand loyalty for premium and non-premium shoe brands. No significant relation is observed while linking brand awareness with emotional value and perceived quality with satisfaction. The present study addresses this gap by investigating the path to loyalty for premium and non-premium shoe brands.
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