The IUP Journal of Marketing Management
Effect of Brand Experience and Customer Satisfaction on Brand Loyalty Toward Sports Shoe Brands

Article Details
Pub. Date : Nov, 2022
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM20221
Author Name : Shivani Malhan and Shikha Agnihotri
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 20



In marketing, brand loyalty refers to a consumer’s commitment to repurchase or continue to use the brand. Brand loyalty is a critical factor for firms as it increases their profitability and market share. This study analyzes the impact of customer satisfaction and brand experience on brand loyalty. Regression analysis was used in the study, with two independent variables, namely, brand experience and customer satisfaction. The dependent variable considered for the study is brand loyalty. The results show that there is a substantial effect of the independent variables on brand loyalty. Through this study, the marketers will be able to analyze the impact of brand experience and customer satisfaction on brand loyalty and thereby improve these variables in order to increase market share.


Brand loyalty, as defined by Oliver (1999), is “a deeply held commitment to rebuy or repatronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior”.