Journal of Physical Education and Sports Management

The Impact of Brand Loyalty on Customer Purchase Intention: An Empirical Study on Basketball Shoe Brands of Adidas, Nikeand Puma
K. C de Silva, A. A. L. Madhushani, S. D. S Jayalath

Abstract
This study incorporates with the determinants of brand loyalty to testify its impact on the customer purchase intention. The sporting footwear product is one of the most comprehensively branded area in sport setting. A quantitative research design was applied to examine the customer purchase intention. This study was accomplished with special reference to Basketball shoe brands of Adidas, Nike and Puma. The structured questionnaire was used as the main data collection method, 60 respondents equally from Sri Lanka, Japan, India, Nepal, China and Malaysia were selected as sample by using convenience sampling method. The design model surveyed overall, segments and path coefficients to emphasize the provision of independent variables vs. dependent variables. Based on the findings, all the hypotheses were accepted which denotes brand image, customer satisfaction and brand experience impacts on customer purchase decision of Basketball players in the selected Asian countries. The end results of this study also lead to a deeper understanding of a sportswear brand loyalty concept and some implications for practitioners. Brand loyalty and Purchase intention is more intense dearth in sport setting and this study will bung up that literature gap.

Full Text: PDF     DOI: 10.15640/jpesm.v7n2a3