Abstract
The study aims to investigate the determinants of brand loyalty in the apparel industry of Botswana. A descriptive quantitative design was followed, and data were collected from respondents using a self-administered questionnaire. A structured equation modelling technique was used to validate the hypotheses. The results indicated an array of positive significant relationships between brand awareness, brand image, brand trust, and brand loyalty. Additionally, brand commitment significantly moderated the influence of brand trust on brand loyalty. Therefore, it is important for the management of apparel brands to cultivate the levels of brand awareness, brand image, brand trust, and brand commitment in order to strengthen brand loyalty and, in turn, contribute to the longevity of apparel brands in Botswana.
| Original language | English |
|---|---|
| Article number | 1787736 |
| Journal | Cogent Business and Management |
| Volume | 7 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Jan 2020 |
Keywords
- brand awareness
- brand commitment
- brand image
- brand loyalty
- brand trust
ASJC Scopus subject areas
- Business and International Management
- Accounting
- Business, Management and Accounting (miscellaneous)
- Strategy and Management
- Organizational Behavior and Human Resource Management
- Management Science and Operations Research
- Marketing