Title: Young consumers' loyalty towards premium and non-premium shoe brands

Authors: Pankaj Kumar Singh; Swapnarag Swain; Anees Ahmad; Gyan Prakash

Addresses: ICFAI Business School, IFHE Campus Hyderabad (Deemed to be University), Hyderabad – 501203, Telangana, India ' International Management Institute, Kolkata, 2/4C Judges Court Road, Alipore, Kolkata, India ' ICFAI Business School, IFHE Campus Hyderabad (Deemed to be University), Hyderabad – 501203, Telangana, India ' Department of Humanities and Management, Dr. B.R. Ambedkar National Institute of Technology, G.T. Road, Amritsar Bypass, Jalandhar, Punjab – 144011, India

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.

Keywords: brand loyalty; brand awareness; brand image; perceived quality; brand emotional value; brand satisfaction; premium; non-premium brand.

DOI: 10.1504/IJBIR.2021.119808

International Journal of Business Innovation and Research, 2021 Vol.26 No.4, pp.424 - 442

Received: 04 Jun 2019
Accepted: 28 Dec 2019
Published online: 21 Dec 2021 *

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