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

Authors: Satinder Kumar; Anil Kumar

Addresses: School of Management Studies, Punjabi University, Patiala, Punjab, India ' School of Management Studies, Punjabi University, Patiala, Punjab, India

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.

DOI: 10.1504/IJBEM.2023.132187

International Journal of Business and Emerging Markets, 2023 Vol.15 No.3, pp.240 - 266

Received: 14 Jul 2022
Accepted: 16 Jan 2023
Published online: 12 Jul 2023 *

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