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Determinants of brand loyalty in the apparel industry: A developing country perspective

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  • Aobakwe Ledikwe

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.

Suggested Citation

  • Aobakwe Ledikwe, 2020. "Determinants of brand loyalty in the apparel industry: A developing country perspective," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1787736-178, January.
    • Handle: RePEc:taf:oabmxx:v:7:y:2020:i:1:p:1787736
    DOI: 10.1080/23311975.2020.1787736
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    Cited by:

    1. Tadios Munodawafa & Micheline Naude & Krishna K. Govender, 2024. "Assuring the Sustainability and Growth of Small and Medium-Sized Manufacturing Enterprises in Botswana: An Exploratory Study," International Journal of Economics and Financial Issues, Econjournals, vol. 14(4), pages 253-266, July.

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