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DOES GENDER ROLE DIFFER IN IDENTIFYING THE BRAND LOYALTY FOR SPORTS APPAREL?
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Author(s):
DR. UMESH GUPTA, DR. ARCHI DUBEY
Vol - 9, Issue- 7 ,
Page(s) : 80 - 90
(2018 )
DOI : https://doi.org/10.32804/IRJMSH
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Abstract
This study is an intentional effort to study the prevailing difference existing among men and women. This time the gender difference is studied towards the brand loyalty for sports. A survey through questionnaire was conducted in 100 respondents of fitness centers and health clubs consuming branded sports apparels. 50 were men and 50 were women. The seven scale measurement of Serkan & Gökhan (2005) was used to study brand loyalty. The seven scales are satisfaction, perceived brand quality, brand experience, brand image, brand switching cost, customer product involvement and brand loyalty. Analyzing the data by t-test through SPSS, the upshot says that perceived brand quality and brand loyalty creates the difference of brand loyalty between genders for sports apparel.
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