An Influence of Advertising on Consumer-based Brand Loyalty: A Case Study on a Sports Shoe Brand in Bhopal India

Abstract

This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative approach and applied non-probability sampling as the convenience sampling technique. A total of 400 respondents who experienced the perception of advertising for searching information about sports shoe products were invited to participate in this study. The descriptive statistic was used as frequency and percentile to explain demographic profile meanwhile inferential statistic was used both simple linear regression (SLR) and multiple linear regression (MLR) to explain the causal relationship between advertising, perceived quality, brand trust, and brand loyalty in sportswear products. The results on simple linear regression exposed that advertising has a significant influence on brand trust and perceived quality, while perceived quality has also a significant influence on brand trust and brand loyalty which all the p-value have less than .05. The results on multiple linear regression discovered that brand trust and perceived quality have a significant influence on brand loyalty as p-value has less than .05 as well.