Brand Loyalty in Sportswear in Iran-Free-Samples for Students

Question: Discuss about the Case Study of Brand Loyalty in Sportswear in Iran. Answer: Introduction In this assignment, five cases has been considered where in the first case a discussion has been made about the Chinese young consumers brand loyalty toward sportswear products. In the second case, a discussion is being made regarding the impact of brand loyalty on the purchase of sportswear brand among the customers. In the third case, a discussion is being made for investigating the critical components for constructing the measurements that are influencing the consumers of sportswear regarding brand loyalty. In the fourth case, a discussion is being made regarding brand loyalty towards sportswear in Iran. In the fifth case, the research objective is to investigate the brand loyalty as well as other metrics relating to brand performance within the sportswear market in the UK. Summary of the different cases In the first case, a discussion has been made about the Chinese young consumers brand loyalty toward sportswear products. The research study is aiming towards investigating the brand loyalty of the Chinese young consumers regarding sportswear products from a self-congruity perspective. Through the observation of different performance within international as well as domestic sportswear brands in the market in China, this research study will also be aiming towards examining the influence of the country of origin on the behavior of the Chinese young consumers regarding the sportswear brand (Lu, 2015). In the second case, a discussion is being made regarding the impact of brand loyalty on the purchase of sportswear brand among the customers. The research study is aiming towards finding out the brand loyalty factors regarding the purchase of sportswear brands. The outcome of brand loyalty on different respondents has been discussed, taking into consideration the seven factors relating to brand loyalty such as price, brand name, style, quality of product, promotion, store environment as well as service quality (Singh, 2014). In the third case, a discussion is being made for investigating the critical components for constructing the measurements that are influencing the consumers of sportswear regarding brand loyalty. Through the adoption of an overall customer satisfaction model, the research framework will be comprising of five dimensions such as perceived quality, perceived value, customer expectations, customer satisfaction as well as brand loyalty (Chang, 2016). In the fourth case, a discussion is being made regarding brand loyalty towards sportswear in Iran. The research study will be exploring the brand loyalty as well as brand personality behavior regarding sportswear as well as examining the key factors relating to brand loyalty including brand name, quality of product, price, style, store environment, promotion, as well as service quality. Also, there will be the identification of the brand personality dimensions regarded as Big Fives, which are Sincerity, Excitement, Competence, Ruggedness as well as Sophistication in respect of different brands of sportswear (Khoei, 2014). In the fifth case, a discussion is being made regarding brand loyalty within the sportswear market in the UK. The research study will be investigating the brand loyalty as well as other brand performance metrics within the sportswear market in the UK. The major findings of the study states that sportswear brands are enjoying polygamous loyalty from their customers, the market is exhibiting the classic double jeopardy pattern whereby smaller brands are having loyalty that is a little lower, and customers switching amongst sports brands in sequence with their share of market (Dawes, 2012). Research objectives and the research questions In the first case, the research objective is to do the investigation of brand loyalty of the Chinese young consumers regarding sportswear products from a self-congruity perspective. The research question is whether to do the investigation relating to the brand loyalty of the young Chinese consumers in respect of the sportswear products. In the second case, the research objective is to find out the brand loyalty factors regarding the purchase of sportswear brands. The research question is how to do the finding out of the factors related with brand loyalty in respect of the purchasing of sportswear brands. In the third case, the research objective is to understand the correlation amongst the customers perceived quality regarding sportswear, perceived value, expectations of the customers, product satisfaction as well as loyalty regarding the brand. Also, to do the interpretation of the customers perceptions having varied characteristics as well as in varied segments via the demographic variables. The research questions are to find out how to do the interpretation of the customers perception with varied traits and in varied segments via the demographic variables and how to provide thoughtful advice in respect of Globe Trotter as well as other pertinent industries in association to the product strategic aspects as well as enhancement of brand loyalty depending upon the findings of the research. In the fourth case, the research objective is to do the exploration of brand loyalty as well as brand personality behavior relating to sportswear and to do the examination of key brand loyalty factors. The research questions is to find out whether brand loyal customers will be distinguished in the Kish-Island regarding sportswear market in respect of eight brands. In the fifth case, the research objective is to investigate the brand loyalty as well as other metrics relating to brand performance within the sportswear market in the UK. The research questions is finding out whether any specific brand is getting more loyalty, or less loyalty than it should, whether there are some brands that are competing in an intense manner against other specific brands and whether a brand is having roughly similar share of market throughout a variety of buyer groups. Review of literature In the first case, narrative literature review was used. Regarding the aspect of self-congruity as well as brand loyalty, it can be stated that in recent time research relating to brand loyalty is increasingly doing the adoption of integrative approaches to model the precursors regarding brand loyalty (Buil, 2013). Self congruency is referring to the cognitive match amongst the self-concept of the customers as well as the image regarding the given product or service. The effect regarding self-congruency will be stemming from the self-concept of the customers that will be matching with the image of a brand. The brand self-congruency will be having a positive impact on the brand association of the young consumers in China regarding sportswear brands (Kakkos, 2015). The brand self-congruency will be having a positive impact on the perceived quality of the young Chinese customers regarding sportswear brands. Brand self-congruency will be having a positive impact upon the attitudinal bran d loyalty of the Chinese young customers in respect of sportswear brands (Gistri, 2015). Brand self-congruency will be having a positive impact upon the behavioral brand loyalty of the young Chinese customers in respect of sportswear brands through brand association, perceived quality as well as attitudinal brand loyalty. The evaluation of the Chinese consumers as well as their behavioral intention regarding international brands as well as Chinese domestic brands state that the Chinese customer are perceiving a higher product quality level as well as global brand performance (Khan, 2014). Also, Chinese customers made the indication towards an increased purpose of purchasing international brands for the enhancement of their personality as well as social status. Moreover, the perceiving of the international brands were done for being more innovative as well as more customer based (Ko, 2016). The type of sources that were cited in the literature review was that of key businesses. In the second case, narrative literature review was used. Brand loyalty is considered being a significant concept for understanding the behavior of the customers. Customers are always perceiving that the brand is offering the appropriate product characteristics, descriptions, or quality level at the appropriate price for a specific category of brand (Kumar, 2017). Two major constructs regarding brand loyalty will be getting distinguished in this regard, which are considered being behavioral as well as attitudinal. The behavioral construct will be explaining that the repeat purchase regarding the brand over time by a customer will be expressing their loyalty, whereas the attitudinal construct will be assuming that the steady purchasing of a brand is necessary but not adequate condition relating to true loyalty regarding the brand (Lu, 2015). The factors relating to brand loyalty will be focusing on seven brands loyalty aspects such as brand name, price, product quality, style, promoti on, store-environment as well as quality of service. In regard to brand name, it can be stated that developing a brand name is a process that is considered being expensive as well as time-consuming. In regard to price, it can be stated that it is the most significant concern in respect of the average customers. In respect of product quality, it can be stated that customers can do the purchasing of a brand or different brand due to the quality regarding the product (Malik, 2013). In respect of style it can be stated that it is the visual look, including the line as well as details influencing the perception of the consumers in respect of a brand. In respect of store environment it can be stated that the positive characteristics relating to a store are location, dcor as well as other stimulus influence on the loyalty regarding the brand. In respect of promotion, it can be stated that it is essential to do the establishment of the ideas in the minds of the customers and to do the diffe rentiation of brands within a specific category of product (Menidjel, 2017). In respect of service quality, it can be stated that the service should be corresponding with the expectations of the consumers as well as satisfying their needs. In the third case, narrative literature review was used. In this regard, customer satisfaction is referring to the emotional as well as coherent status of the customers relating to perception that will follow the process to make a purchase and do the evaluation of the purchase (Veloutsou, 2017). Also, the perceived value of the customers regarding a product is determined through the comparison that occurs between perceived quality as well as perceived sacrifice and will be having a firm intent towards purchasing when perceived quality will be considered being bigger than perceived sacrifice. Moreover, the customer expectations will be having a positive as well as direct impact regarding the satisfaction of the customers (Molinillo, 2015). The Globe Trotter sportswear suppliers should be focusing upon the improvement of the quality of product for letting customers have the feeling that they will be receiving their moneys worth when they will be purchasing a sportswear post the factori ng of perceived quality as well as perceived price and sacrifice. The type of sources that were cited in the literature review was that of key businesses (Oh, 2016). In the fourth case, narrative literature review was used. The factors of brand loyalty can be considered being the brand name, product quality, price, style, store environment, promotion as well as quality of service. The model of brand loyalty does the classification of loyalty into true loyalty, spurious loyalty, latent loyalty as well as no loyalty (Singh, 2014). The significance of brand loyalty will be associated with the aspect of continuing the profit, reducing the cost of marketing, increasing per-customer growth in revenue, decreasing operating cost, increasing referrals, increasing the price premiums, as well as providing the competitive advantage (Opiri, 2016). The type of sources that were cited in the literature review was that of key businesses. In the fifth case, narrative literature was used. In this respect, it can be stated that brand switching will generally be doing the formation of a rational pattern explaining that the brands do the sharing of the customers with other brands, in sequence with the share of market regarding the competitors (Tong, 2013). Functional differences amongst the brands will be mitigating this influence, however competitive imitation will be basically be doing the diminishing of the functional differences amongst brands over a period of time (Wallace, 2017). The type of sources that were cited in the literature review was that of key businesses. Evaluation of the appropriateness regarding choice of research In the first case, quantitative type of research has been used. The significance of quantitative research is that it is more reliable as well as objective, often does the reduction as well as restructuring of a complex problem to a limited variables number and does the testing of theories. Moreover, there has been the use of descriptive analysis revealing that out of the 333 respondents, 203 did the identification of a Chinese domestic brand of sportswear to be the brand that was purchased in a more frequent manner. In the second case, quantitative type of research has been used. The significance of quantitative research is that it is more reliable as well as objective, often does the reduction as well as restructuring of a complex problem to a limited variables number and does the testing of theories. Moreover, there has been the use of causal analysis indicating that 31% of the respondents were having loyalty towards Adidas, whereas 23% were having loyalty towards Nike, Woodland, Puma. This explained that Adidas is considered being a familiar brand regarding majority of the respondents and therefore, the sellers are required focusing on those brands. In the third case, quantitative type of research has been used. In this regard, it can be stated that a T-test as well as one-way ANOVA test were conducted to test whether consumers in varied age groups will be showing major differences regarding the intention of repurchase. Moreover, there has been the use of descriptive analysis revealing that in respect of the gender of the participants, there are 235 females, who accounts for 60.9% of the participants as well as 151 males, who accounts for 39.1% of the respondents. In the fourth case, quantitative type of research has been used. A self-administered questionnaire was distributed directly in 370 copies and the collection of 354 numbers were done. There occurred the development of five-point Likert scale questions to analyze the loyalty factors. Also, ANOVA testing was also done. Moreover, there has been the use of a descriptive analysis. In the fifth case, qualitative research analyses have been used that consists of brand loyalty analysis, cross purchasing analysis, brand performance analysis across customer segments. Moreover, there have been the use of a descriptive analysis where a sophisticated scheme relating to geo-demographic clustering have been used, regarded as ACORN. Evaluation of sampling design Regarding the first four cases, there has been the use of probability sampling, and more precisely random sampling. The significance regarding random sampling is that the samples can get assembled easily. In the first case, the sample size was of 333 respondents. In the second case, the sample size was of 209 respondents. In the third case, the sample size was 235 females and 151 males regarding the gender of the participants. In the fourth case, the sample size was 345 respondents. Evaluate the choice of research instruments The research instrument that has been used for the first four cases are survey questionnaires. For the fifth case, experiments were used in the form of sophisticated scheme relating to geo-demographic clustering have been used, regarded as ACORN. Conclusion To conclude, it can be stated that a summary of the different cases have been described. The research objectives as well as research questions regarding the five cases have been described. The review of the literature regarding the five cases has been done. The evaluation of the appropriateness regarding the choice of type of research has been described regarding the five cases. 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