| dc.description.abstract | This study was conducted to identify factors influencing brand loyalty among
young people in their choice of sports shoes brands in Ho Chi Minh City. Based on
varieties of previous researches, the model of this study has 8 independent variables
including involvement, commitment, repeated purchase behavior, perceived value
(functional value, emotional value, price worthiness and social value) and brand trust;
one moderate variable is customer satisfaction. The target respondent in this research is
young people from 20 – 35 years old in Ho Chi Minh City. The questionnaire was
delivered to 250 respondents from 2nd to 23rd April, 2014. Quantitative approach was
used, with analysis data techniques applied, including Descriptive statistics, Exploratory
Factor Analysis (EFA), Reliability test by Cronbach‟s Alpha, Pearson‟s correlations and
Regression Analysis. The result of this study is that brand loyalty was directly affected by
involvement, commitment, repeated purchase behavior and customer satisfaction. On the
other hand, this research also brings out that perceived value and brand trust affect
indirectly to brand loyalty through customer satisfaction.
From the experiences and knowledge during process of conducting research,
this study indicates limitations and provides useful recommendations for further research.
Based on research findings section, it gives recommendations to sports shoes brands I
order to enhance and improve their products and service that make youth customers
satisfy. | en_US |
