Gender differences and factors affecting brand loyalty
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Little is known about apparel brand loyalty regarding satisfaction of clothing purchase. This study was developed to examine whether brand satisfaction and brand reputation influence brand loyalty. Another objective of this study was to compare clothing satisfaction of a loyal brand between males and females. Following a focus group interview, a survey questionnaire was developed. A total of 106 participants consisting of 46 males and 58 females completed the survey questionnaire. Results of Pearson Correlations showed brand loyalty was positively related to brand satisfaction (r = .37, p <.001) and brand reputation (r = .33, p <.001). A strong positive correlation (r = .51, p <.001) was found between brand satisfaction and brand reputation. Independent sample t-tests indicated significant differences between males and females in trend (Mf = 4.46, Mm=3.98), promotion(MF = 3.60, Mm=2.90), return policies (Mf = 3.98, Mm=3.20)., display (Mf = 4.08, Mm=3.02), fitting rooms(MF = 3.64, Mm=2.68), store environment (Mf = 4.21, Mm=3.54), sales associates (Mp = 4.02, Mm=3.39) and overall experience (Mf = 3.15, Mm=2.63) on a 5-point scale. This study had implications for apparel retailers and marketers and they could develop brand loyalty for male and female customers. In order to develop customer loyalty, apparel brand should focus on trendy apparel, sales and promotions, return policies, displays, fitting rooms, merchandise layout, sales associates and an overall good store experience.