Original scientific paper
RESEARCH OF THE INFLUENCE OF QUALITY PERCEPTION, CUSTOMER SATISFACTION AND BRAND IMAGE ON SPORTS FOOTWEAR BRAND LOYALTY
Damir Dobrinić
orcid.org/0000-0002-8489-2688
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Abstract
This paper aims to investigate the relationship between brand image, customer satisfaction, and perceived brand quality with brand loyalty and the relationship between perceived brand
quality and brand image. Based on the literature analysis, a conceptual research model was created and hypotheses were proposed. To test the model and hypotheses, the structural equation modeling method (SEM) was used with the help of the SPSS AMOS 26 software package. For the purpose of data collection, a survey was conducted via the Facebook social network, and 201 correctly filled questionnaires were collected. The research results show: A) a positive association between brand image and brand loyalty, B) a positive association between perceived quality and brand image, and C) a positive association between brand image and customer satisfaction. A positive relationship between customer satisfaction and brand loyalty and between perceived quality and brand loyalty has not been established. The results of the research help in understanding the process of forming customer loyalty of sports footwear brands.
Keywords
brands image; loyalty; customer satisfaction; perceived quality
Hrčak ID:
314725
URI
Publication date:
15.3.2024.
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