Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco.

Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

CUSTOMER SATISFACTION, BRAND TRUST, AND BRAND

LOYALTY: A STUDY OF SPORTSWEAR CONSUMERS IN
THAILAND
Cheng Mei Tung* Thanida Suthinoparatanakul
Department of International Business, Feng Chia University
No. 100, Wenhwa Rd., Seatwen, Taichung, Taiwan 40724, R.O.C.
*justineatfc@gmail.com
Abstract
Brand loyalty is an important tool for companies to survive in competitive markets. In the fast-growing
sportswear market, the factors affecting consumer brand loyalty are worth exploring. This study aims to explore
the impact of customer satisfaction and brand trust on brand loyalty toward a sportswear brand in Thailand, and
the mediation effect of the variables. A total of 321 valid questionnaires (38% male and 68% female) were
obtained for analysis. The results of the study reveal that customer satisfaction and brand trust have a positively
significant effect on consumer brand loyalty. In addition, consumer satisfaction and brand trust have a partial
mediation effect between brand image and perceived quality, and brand loyalty, respectively. The study results
provide several insights and practical implications regarding sportswear consumers’ brand loyalty.

Keywords: Brand loyalty; Brand trust; Customer satisfaction; Sportswear

1. Introduction reach US$248.1 billion by 2026 (Kumar &

According to economic development and
lifestyle changes, people are concerned
about health issues. Health concerns focus
not only on daily nutrition but also physical
activity. The proportion of people taking
exercise had rapidly increased. In the
younger generation, the trend
participating in sports and purchasing
related products is increasing significantly
more than in other age groups.(Deutsche
Bank, 2019; Patrick & Xu, 2018). The
physical activity economy is forecast to
grow to over US$1.1 trillion by 2023, and
the Asia Pacific region will experience
market growth of 40% (Boost, 2019). The
increasing popularity of sports activity led to
the sales volume of amateur sport reaching
two billion units in 2015 (QY Research,
2018). In 2018, the global sportswear market
was US$167.1 billion, and the value will
Deshmukh, 2019). The largest market
growth is in the Asia Pacific region, and the
compound annual growth rate is forecast to
increase by 6.8% from 2016 to 2020 (Kumar
& Deshmukh, 2019).
As the demand for fashionable and trendy
of sportswear increases, manufacturers are
introducing innovative products to meet the
needs of consumers. Sportswear is not only
worn during sports, but also during leisure,
and at school and work (Lau, Chang, Moon,
& Liu, 2006). It has also become an
attractive and thriving market. Consumers in
emerging economies also invest in amateur
sports and leisure, which drives market
demand and competition.
Customer loyalty is a valuable competitive
advantage. In the fiercely competitive
market, the development and maintenance of

IJER – November – December 2019 16

Available online @ www.ijeronline.com
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

brand loyalty is the core of marketing (Patrick & Xu, 2018).This study aims to
planning. For companies, brand loyalty is explore the antecedent factors affecting
one of the important factors to increase consumer sportswear brand loyalty in
market share, and also concerns the lifetime Thailand. The research results may have
value and brand loyalty of consumers implications for company marketing
(Chaudhuri & Holbrook, 2001). Consumers strategy.
can learn from previous experience about The rest of this paper is organized as follows.
the value that a brand delivered. Research Section 2 presents a review of the relevant
indicates that loyal customers are willing to literature and outlines the research
share experiences of the products they use hypotheses. The research methodology is
with others, and consumers will make repeat presented in section 3 while analysis and
purchases (Kotler & Keller, 2016; Sheng & results are in section 4. Finally, research
Liu, 2010). Loyal customers save marketing conclusions, limitations, and
costs because the cost of attracting a new recommendations for future research are
customer is six times that of current discussed in section 5.
customer retention (Fard, Ismaeelzadeh, &
Ramshini, 2016; Rosenberg & Czepiel, 2. Literature Review and Research
1984). Hypotheses
2.1 Brand loyalty
Customer loyalty is the strategic objective of Brand loyalty (BL) is manifested by
the business (Gamble, Tapp, Marsella, & consumers’ repurchasing behavior toward a
Stone, 2005). Research has also outlined the specific brand (Ailawadi, Neslin, & Gedenk,
factors that influence customer loyalty. 2001; Shim & Gehrt, 1996; Zeithaml, Berry,
Understanding the important factors in & Parasuraman, 1996). Aaker (1991)
customers’ purchase decisions and brand defines brand loyalty as customers
loyalty enhances brand management (Shim continuing to repurchase their original
& Gehrt, 1996). Customer satisfaction has image product even though another brand
an impact on customer loyalty (Homburg & could provide higher value, better product
Giering, 2001; Taylor & Hunter, 2003). features, or convenience (Chaudhuri &
Other factors include trust Holbrook, 2001). Loyalty represents
(Delgado‐ Ballester & Munuera‐ Alemán, consumers’ comprehensive evaluation of the
2001), quality (Huang, 2008), and brand brand (Oliver, 1999). It is also the long-term
image (Keller, 2013). However, the factors customer attitude toward the brand
that impact sportswear customer loyalty in reflecting the permanent commitment of the
emerging markets are still developing

IJER – November – December 2019 17

Available online @ www.ijeronline.com
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37
customer (Shankar, Smith, & Rangaswamy,
2003).
Brand loyalty also shows the customer
learning process and customer perceptions
of the company or brand influence customer
patronage (Kumar & Shah, 2004). Loyalty is
not only in terms of behavior but also the
attitude showing the preference of the
consumer (Keller, 1993). When behavior
and attitude tend toward a certain brand, it is
considered true customer brand loyalty
(Nam, Ekinci, & Whyatt, 2011). Attitude
loyalty predicts behavioral loyalty (Oliver,
1999). The antecedents that influence
consumer loyalty include affection and
cognition, such as brand association, brand
trust, perceived quality, brand performance,
and customer satisfaction (Krystallis &
Chrysochou, 2014; Tsao & Chen, 2005)
After consumers have experienced a brand,
they have a relationship with the brand
through the process of perception and
cognition. This triggers support
recognition for the brand and generates
customer loyalty (Fournier, 1998). Brand
loyalty can generate brand performance
(Chaudhuri & Holbrook, 2001; Raithel,
Sarstedt, Scharf, & Schwaiger, 2012),
reducing marketing and operating costs
(Bowen & Chen, 2001).
Loyalty comes from brand trust and brand
affect (Delgado‐ Ballester, 2004). Brand
trust affects brand loyalty (Chaudhuri &
Holbrook, 2001). Fournier (1998) argued
that when consumers and brands form a
IJER – November – December 2019
Available online @ www.ijeronline.com
ISSN:2229-6158
close relationship, they will become
inseparable and brand loyalty will be stable
and lasting. Customers will also actively
recommend the brand and pass on positive
word of mouth (Gamble et al., 2005; Singh
& Pattanayak, 2014).
Previous research found that sports brand
names affect consumer brand loyalty (Singh
& Pattanayak, 2014; Yee & Sidek, 2008).
Research on sportswear brand loyalty of
consumers in Hong Kong found that
perceived quality affects brand loyalty for
hard-core loyal consumers (Lau et al., 2006).
Investigating brand loyalty from a strategic
marketing perspective is considered to be
the most appropriate approach (Chaudhuri,
1999). This research will also discuss brand
loyalty from a customer-oriented
perspective.
2.2 Brand image
Brand image (BI) is the consumer’s overall
and perception of the brand (Keller, 2013). All
associations that consumers link with brand
nodes in memory constitute a brand image
(Berry, 2000). Ha and Park (2013)
distinguish brand impressions into two
facets including cognition and emotion. The
brand image deepens the customer’s
understanding of the brand’s attitude and
feelings, enabling consumers to have brand
recognition and establish brand equity
(Keller, 2013). Khundyz (2018) surveyed
150 mobile phone users and found that
brand image had a significant impact on
18
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

customer satisfaction. In addition, when (Prema & Gnanamoni, 2018; Zeithaml,

customers have a better impression of
mobile phones, it enhances brand loyalty. In
a study on Facebook brand impression,
Yulianti and Tung (2013) found that brand
image has a positive predictive effect on
customer satisfaction, that is, when
consumers have better brand impression,
they have higher satisfaction. Ahmed and
Moosavi (2013) investigated mobile phone
users in Sweden and revealed that brand
image had a positive impact on satisfaction.
Brand image is the consumer’s brand
perception, which is associated with
consumer memory. This association
influences consumers understanding of the
meaning and value of the brand, which in
turn forms satisfaction and loyalty
(Abdullah, Al-Nasser, & Husain, 2000).
Previous studies (Chen & Tseng, 2010;
Mehmood & Shafiq, 2015) indicated that
there is a significant positive relationship
between brand image and brand loyalty. A
clear brand image allows consumers to
easily identify products, assess product
quality, reduce perceived risk at the time of
purchase, identify the needs that the brand
can meet, and satisfying the difference
(Berry, 2000). Consumers perceive
product as better than others because it has a
better brand image. Consumers link the
brand and the functional and non-functional
image of the product, which in turn affects
consumers’ purchasing decisions and loyalty
1988).
Brand image has a positive effect on brand
trust and both of these factors have a
positive effect on brand loyalty (Alhaddad,
2015). Brand image is an important driver of
brand equity and as such it affects brand
trust (Chinomona, 2016), customer
satisfaction (Davies & Chun, 2002; Tu &
Chang, 2012), and brand loyalty (Alwi,
Nguyen, Melewar, Loh, & Liu, 2016; Davis,
Golicic, & Marquardt, 2008).
Brand image is an important factor affecting
consumer satisfaction and brand loyalty.
Thus, the following hypotheses were
formulated to examine the effects of brand
image on brand loyalty, customer
satisfaction, and brand trust.
H1: Brand image has a significant positive
effect on brand loyalty.
H2: Brand image has a significant positive
effect on customer satisfaction.
H3: Brand image has a significant positive
effect on brand trust.
2.3 Perceived quality
Quality is the overall attributes or
characteristics of a product or service that
a are capable of meeting the needs of existing
or potential customers (Kotler & Keller,
2016). The feeling of quality is perceived by
the customer (Parasuraman, Zeithaml, &
Berry, 1988). Experience and expectations
influence customers ’ feelings of demand
being met (Erciş, Ünal, Candan, & Yıldırım,

IJER – November – December 2019 19

Available online @ www.ijeronline.com
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37
2012). Perceived quality (PQ) has a positive
impact on customer satisfaction (Akbar,
Som, Wadood, & Alzaidiyeen, 2010) and is
a determining factor in satisfaction (Olsen,
2002); it also influences consumer choice
and continuous purchase (Crane, 1993).
Quality affects consumer preferences and
purchase intentions, and therefore positively
affects brand loyalty (Su & Chang, 2018).
Perceived quality is considered to be an
antecedent factor in customer brand loyalty
(Rasheed & Abadi, 2014). Loureiro (2013)
conducted a study on the brand equity of
online banking and the results indicated that
brand loyalty and perceived quality
explained 53% of online banking brand
equity variability. A survey of 400 fashion
clothing consumers in Vietnam revealed that
brand trust is a mediating factor in the
impact of perceived quality on brand loyalty
(Kieu, 2019). Lau et al. (2006) suggested
that product quality is the most important
factor for sports brand loyalty.
perception of quality and brand
communication affects trust in the brand and
ultimately affects brand loyalty directly or
indirectly (Zehir, Şahin, Kitapçı, & Özşahin,
2011).
Perceived quality positively affects trust
(Corritore, Kracher, & Wiedenbeck, 2003)
and influences consumer preferences and
purchase intentions (Tsiotsou, 2006). In a
study of consumers who purchased foreign
sports goods, Deheshti, Firouzjah, and
Alimohammadi (2016) provided empirical
IJER – November – December 2019
Available online @ www.ijeronline.com
ISSN:2229-6158
evidence that the age of consumers who buy
such brands is under 25 years old. Their
research also suggested that improving the
perceived quality can enhance consumers’
trust and also improve behavioral intention.
We therefore formulated the following
hypotheses to examine the effect of
perceived quality on brand loyalty, customer
satisfaction, and brand trust:
H4: Perceived quality has a significant
positive effect on brand loyalty.
H5: Perceived quality has a significant
positive effect on customer satisfaction.
H6: Perceived quality has a significant
positive effect on brand trust.
2.4 Customer satisfaction
Oliver (1999) argued that service
satisfaction is the consumer’s satisfaction
response to the service characteristics or the
level of service provided. Factors that
influence customer satisfaction include
The product quality, service quality, price,
situational factors, and personal factors
(Zeithaml, Bitner, & Gremler, 2017).
Customer satisfaction (CS) is an overall
feeling based on personal experience that
depends on how the customer feels the
performance of the service or product is
relative to their expectations (Fornell, 1992).
Therefore, the gap between the service
obtained and the expected result makes the
consumer disappointed or happy and
therefore influences customer satisfaction
(Kotler & Keller, 2016; Zeithaml et al.,
20
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37
2017). Consumers have a higher level of
satisfaction when the actual experience of
the product exceeds their expectation. The
higher the satisfaction, the higher the loyalty
(Anderson & Srinivasan, 2003).
Chen’s (2012) research on e-service reveals
that customer satisfaction positively affects
customer loyalty. Another study in the
energy industry also finds that consumer
satisfaction affects loyalty (Ibáñez,
Hartmann, & Calvo, 2006). Relevant
research also highlights the positive
relationship between customer satisfaction
and loyalty (Kumar & Shah, 2004; Schirmer,
Ringle, Gudergan, & Feistel, 2018; Suh &
Youjae, 2006). Higher levels of customer
satisfaction help the company differentiate
from competitors to establish brand loyalty
(Anderson & Sullivan, 1993; Fornell, 1992)
and the success of business (Oliver, 1997).
Furthermore, Gorondutse and Hilman (2014)
revealed the mediating effect of customer
satisfaction between service quality and
customer loyalty in the food and beverages
industry in Nigeria. Brand image also effects
customer satisfaction and thus customer
brand loyalty (Tu & Chang, 2012).
Therefore, customer satisfaction is important
for long-term customer repurchase.
After reviewing the relevant literature, this
study proposes the following hypotheses to
examine the effect of customer satisfaction
on brand loyalty:
H7: Customer satisfaction has a significant
positive effect on consumer brand loyalty.
IJER – November – December 2019
Available online @ www.ijeronline.com
ISSN:2229-6158
H8a: Customer satisfaction mediates the
relationship between brand image and brand
loyalty.
H8b: Customer satisfaction mediates the
relationship between perceived quality and
brand loyalty.
2.5 Brand trust
Brand trust (BT) is the process of personal
cognitive behavior and arises when
consumers feel safe about their own
consumption activities (Delgado‐ Ballester
& Munuera‐ Alemán, 2001), and such
feelings are derived from past experience
and interaction.(Rempel, Holmes, & Zanna,
1985). When consumers believe that brands
can achieve commitment value and perform
better in the future, the brands will receive
consumer repurchase intentions and support
(Aaker, 1991).
To enhance trust, the brand builds upon the
consumer’s willingness to rely on the
capabilities or functions offered by the brand
(Moorman, Zaltman, & Deshpande, 1992),
and the brand can meet customer needs and
realize its commitment to value. The
consumer’s trust evaluation of the company
after purchasing the product will positively
affect the customer’s loyalty in terms of the
relationship with the brand and can further
guide the customer’s long-term loyalty.
Aaker (1991) argues that in order to
maintain or improve customer loyalty,
companies have to provide products that
meet customers’ expectations. Brand trust is
21
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37
an important driver of brand loyalty
(Moorman et al., 1992). Trust in the brand
reduces previewed uncertainty, increasing
reliability, safety, and the image of brand
honesty. Brand trust positively affects
consumer attitude and behavioral loyalty
(Gecti & Zengin, 2013).
In commitment-trust theory (Morgan &
Hunt, 1994), trust is a key variable in
maintaining a long-term relationship with
the brand. Customer experience and
perception are important indicators of trust
(Alwi et al., 2016), and is also related to
consumer memory (Kotler & Keller, 2016).
Brand trust consists of two elements:
reliability and intentionality
(Delgado‐ Ballester & Munuera‐ Alemán,
2001). It is the degree of the consumer’s
perceived value proposition of the brand and
the degree to which consumers believe the
brand cares about consumers’ interests
(Delgado‐ Ballester, 2004). Maintaining the
trust relationship with customers enables
firms to generate long-term loyalty (Hess,
1995). Ibáñez et al. (2006) surveyed energy
industry users and found that trust has a
greater impact on loyalty than other
variables.
IJER – November – December 2019
Available online @ www.ijeronline.com
ISSN:2229-6158
Setyawan and Imronudin (2015) used a
convenience sampling method to study
Indonesian mobile phone consumers, and
the results revealed that brand trust and
brand satisfaction affect brand loyalty.
Research also highlights that trust is a key
determinant of brand loyalty (Chaudhuri &
Holbrook, 2001; Flavián, Guinalíu, & Gurrea,
2006). Therefore, this study formulates the
following hypotheses.
H9: Brand trust has a significant positive
effect on brand loyalty.
H10a: Brand trust mediates the relationship
between brand image and brand loyalty.
H10b: Brand trust mediates the relationship
between perceived quality and brand loyalty.
3. Research Methodology
3.1 The conceptual model
The research model is shown in Figure 1.
The purpose of this study is to integrate
relevant theories to explain the factors that
influence consumer loyalty toward
sportswear.
22
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

Figure 1 Research model

3.2 Measures
To address to the research problem, the
study conducted an online questionnaire
survey. The instrument was designed based
on a review of related previous empirical
research (Table 1). The instrument
incorporates five constructs: brand loyalty,
customer satisfaction, brand trust, brand
image, and perceived quality. All items were
measured using a 5-point Likert scale
ranging from strongly agree (5) to strongly
disagree (1). Descriptive questionnaire items
such as age, gender, and education were also
included. The questionnaire was originally
designed in English and translated into Thai
after completion. To confirm the relevance
of the translation, two scholars familiar with
English and Thai were invited to assist in
the confirmation of the translated content. A
pre-test was then performed to confirm the
appropriateness of the scale and the clarity
of the text. A pilot study was conducted, and
Cronbach’s alphas indicated that the
measurement scales were appropriate.

IJER – November – December 2019 23

Available online @ www.ijeronline.com
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

Table 1 Scale of the study

Variables References
Customer satisfaction (CS) Anderson & Sullivan
CS1. I am very satisfied with the brand I purchase. (1993)
CS2. I believe that the product meets my expectations. Delgado-Ballester &
CS3. Distinctive product attributes of Brand A keep me Munuera-Alemán
satisfied (2005)
CS4. Brand A enhances the perceptions that I have a
desirable lifestyle
Brand loyalty (BL) Zeithaml et al. ( 1996)
BL1. Brand A helps me to better fit into my social group.
BL2. Brand A improves the way I am perceived by
others.
BL3. I always buy Brand A.
BL4. I consider myself loyal to Brand A.
BL5. I recommend Brand A to someone who seeks my
advice.
Brand trust (BT) Chaudhuri & Holbrook
BT1. I trust and am loyal toward brand A. (2001)
BT2. I have confidence in Brand A. Gecti & Zengin (2013)
BT3. Brand A has never disappointed me
BT4. My loyalty toward Brand A increases when I am
satisfied with the brand
Perceive quality (PQ) Chinomona,
PQ1. The sizes of Brand A fit me well. Mahlangu, & Pooe
PQ2. The materials used by Brand A are comfortable. (2013)
PQ3. Brand A has a good range of colors.
Brand image (BI) Low & Lamb (2000)
BI1. Brand A has good functional quality.
BI2. Brand A has consistently high quality.

IJER – November – December 2019 24

Available online @ www.ijeronline.com
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

3.3 Data collection and analysis
To test the research hypotheses and the
influence of the variables on consumers’
brand loyalty, this study selected one
sportswear brand, Brand A. This will make
it possible to conduct a more in-depth
exploration of the factors affecting loyalty
toward a sportswear brand. Brand A is
currently a world-renowned brand, and is
also ranked the National Formerly Popular
Brand in 2018 (Interbrand, 2018) and also
the World’s Most Valuable Brand in 2019
(Brand Finanace, 2019). The research
participants are Thai citizens aged over 18
years old. A total of 329 surveys were
returned and 321 valid responses were
obtained. A total of 38% of the sample were
males and 62% were females. The average
age of the respondents was 36.81 years old
(Table 2). The SPSS 24.0 program was used
for statistical analysis, including descriptive
and analytical statistics.

Table 2 Demographic characteristic of respondents

Demographic Frequency % Demographic Frequency %
Characteristics Characteristics
Gender Male 122 38 Education Senior 21 7
high
school
Female 199 62 Bachelor 237 74
Age 18-25 88 27.4 Master 61 19
26-35 72 22.4 other 2 1
26-45 81 25.2 Purchase yes 256 79.8
46-55 52 16.2 sportswear no 65 20.2
Above 56 28 8.7 in 12
months

4. Analysis and Results
4.1 Reliability analysis
Reliability refers to consistent test results
being obtained under the same conditions
and at different times. The most commonly
used reliability test is the Cronbach’s alpha
coefficient.
The Cronbach’s alpha of the scale is
0.564–0.760 (Table 3). Nunnally (1978)
suggested that a factor between 0.5 and 0.7
is acceptable. The individual item reliability
checks the estimated factor loading, which
exceeded 0.5 (Hair, Black, Anderson, &
Tatham, 2006), indicating the scale is
acceptable.

IJER – November – December 2019 25

Available online @ www.ijeronline.com
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

Table 3 Influencing factors on brand loyalty

Standard Factor Cronbach’s
Variables Mean
Deviation loading Alpha
CS 3.73 0.649 0.682
CS1 3.76 0.880 0.587
CS2 3.83 0.881 0.520
CS3 3.71 0.933 0.758
CS4 3.60 0.934 0.581
BL 3.48 0.721 0.733
BL1 3.45 1.097 0.628
BL2 3.37 1.124 0.647
BL3 3.49 0.972 0.579
BL4 3.42 1.019 0.544
BL5 3.72 0.977 0.524
BT 3.66 0.669 0.675
BT1 3.63 0.999 0.606
BT2 3.51 0.929 0.563
BT3 3.74 0.907 0.637
BT4 3.77 0.921 0.654
PQ 3.68 0.638 0.556
PQ1 3.56 0.865 0.682
PQ2 3.72 0.857 0.665
PQ3 3.76 0.916 0.558
BI 3.92 0.722 0.505
BI1 4.03 0.842 0.708
BI2 3.81 0.923 0.772

4.2 Factor analysis interpretation of the total variation using the

This study conducted exploratory factor principle components method and the rule of
analysis to investigate the appropriate extraction eigenvalue exceed 1; a total of
factors as hypothesized. The five factors were extracted and the
Kaiser-Meyer-Olkin (KMO) value of this cumulative interpretation of the variation
study is 0.854, which indicates the variables was 55.42%.
are suitable for factor analysis. The

IJER – November – December 2019 26

Available online @ www.ijeronline.com
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37
4.3 Regression analysis and hypothesis
testing
The study used regression analysis to test
the impact of variables on brand loyalty.
Brand image had a positive significant effect
on brand loyalty (β=0.224, p<0.001) (Table
5). Perceived quality had a positive
significant impact on customer loyalty (β
=0.294, p<0.001) (Table 4). H1 and H4 were
therefore supported.
In addition, brand image had a positive
significant effect on customer satisfaction
(β=0.301, p<0.001) (Table 5). There was
also a significant positive impact on brand
trust (β =0.241, p<0.001) (Table 7). H2 and
H3 were therefore supported. The results
also indicated that perceived quality had a
positive significant impact on customer
satisfaction (β =0.449, p<0.001) (Table 4).
Therefore, H5 was supported. Perceived
quality also had a significant positive impact
on brand trust (β=0.369, p<0.001) (Table 6);
H6 was therefore supported.
Customer satisfaction was found to have a
positive significant effect on brand loyalty
(β =0.398, p<0.001) (Table 4). The result
indicated that if consumers had high
satisfaction, they tended to have high brand
loyalty. The result supported H7. Brand trust
had positive and significant effect on brand
loyalty (β =0.277, p<0.001) (Table 6); H9
was therefore supported.
4.4 Mediation effect analysis
IJER – November – December 2019
Available online @ www.ijeronline.com
ISSN:2229-6158
Exploring the existence of mediating effects,
this study follows the recommendations of
Baron and Kenny (1986) that the mediation
effect must meet four criteria. The empirical
results of the four steps used in this study
are presented in Table 4 to 7.
After the analysis, the result revealed a
significant change coefficient. Between the
perceived quality, customer satisfaction and
brand loyalty, the coefficient of perceived
quality is found to have reduced from β
=0.294 (p<.001) to β =0.145 (p<.001) (Table
4) and the value is significant. Between the
brand trust, perceived quality and brand
loyalty, the coefficient of brand trust is also
found to reduce, and the value is significant
(from β =0.294, p<.001 to β =0.114, p<.001)
(Table 6).
Between brand image, customer satisfaction
and brand loyalty, the coefficient of brand
image is reduced from β =0.224 (p<.001) to
β =0.114 (p<.001) (Table 5). Between the
brand image, brand trust and brand loyalty,
the brand image coefficient is reduced from
β =0.224 (p<.001) to β =0.110 (p<.001)
(Table 7).
From the above results, the coefficient is
weakened and shows a significant
relationship. The results indicate that
between the brand image, perceived quality,
and brand loyalty, customer satisfaction and
brand trust have a partial mediation effect.
The regression models validated that H8a,
H8b, H10a, and H10b were supported.
27
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

Table 4 Mediation effect of CS between PQ and BL

BL(Y) CS(M)
Variables Model 1 Model 3 Model 4 Model 2
(X→Y) (M→Y) (X+M→Y) (X→M)
PQ(X) 0.294*** 0.145*** 0.449***
CS 0.398*** 0.333***
F test 30.267*** 59.952*** 33.720*** 80.672***
R2 0.087 0.158 0.175 0.202
Adj-R2 0.084 0.156 0.170 0.199
Note: ***: P<0.0001

Table 5 Mediation effect of CS between BI and BL

BL(Y) CS(M)
Variables Model 1 Model 3 Model 4 Model 2
(X→Y) (M→Y) (X+M→Y) (X→M)
BI(X) 0.224*** 0.114*** 0.301***
CS 0.398*** 0.363***
F test 16.773*** 59.952*** 32.578*** 31.772***
R2 0.05 0.138 0.17 0.091
Adj-R2 0.047 0.156 0.165 0.088
Note: ***: P<0.0001

Table 6 Mediation effect of BT between PQ and BL

BL(Y) BT(M)
Variables Model 1 Model 3 Model 4 Model 2
(X→Y) (M→Y) (X+M→Y) (X→M)
PQ(X) 0.294*** 0.114*** 0.369***
BT 0.497*** 0.449***
F test 30.267*** 104.576*** 56.197*** 50.332***
R2 0.087 0.247 0.261 0.136
Adj-R2 0.084 0.245 0.256 0.134
Note: ***: P<0.0001

IJER – November – December 2019 28

Available online @ www.ijeronline.com
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

Table 7 Mediation effect of BT between BT and BL

BL(Y) BT(M)
Variables Model 1 Model 3 Model 4 Model 2
(X→Y) (M→Y) (X+M→Y) (X→M)
BI(X) 0.224*** 0.110*** 0.241***
BT 0.497*** 0.470***
F test 16.773*** 104.576*** 55.384*** 19.635***
R2 0.050 0.247 0.258 0.058
Adj-R2 0.047 0.245 0.254 0.055
Note: ***: P<0.0001

4.5 Common method variance (CMV)

Common method variation (CMV) is a
systematic bias caused by measurement
methods (Campbell, 1959) and it is a threat
to internal validity (Podsakoff, MacKenzie,
Lee, & Podsakoff, 2003). This study used
the Harman single factor test (Podsakoff &
Organ, 1986) to test CMV. All study items
were entered into factor analysis
determine if the explanatory variation of
un-rotation of a single factor reached 50%.
The analysis revealed that there is no single
factor over 50%. Common method bias does
not appear to be a concern in the present
study.
5. Discussion and Conclusions
This study proposed a research framework
to explore the factors that impact Thai
consumers’ brand loyalty toward sportswear
products. The study used empirical data to
analyze the factors affecting brand loyalty.
The results found that brand image,
perceived quality, customer satisfaction, and
brand trust all positively and significantly
affected Thai customers’ sportswear brand
loyalty. In addition, this study also explored
factors that influence loyalty from the
perspective of mediation effects. The results
revealed that customer satisfaction and
to brand trust have a partial mediation effect
between perceived quality and brand image,
and brand loyalty, respectively.
Customer satisfaction affects brand loyalty,
which means that satisfied customers have a
significant positive effect on brand loyalty.
This result is consistent with the research by
Ibáñez et al. (2006). The results show
consumers’ brand trust in sportswear
products also affects brand loyalty. When
consumers trust the value of the brand
provided, they will tend to identity with and
be loyal to the brand. This result is
consistent with Chaudhuri and Holbrook
(2001).

IJER – November – December 2019 29

Available online @ www.ijeronline.com
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

The research results show brand image has a their brand loyalty (Chinomona et al., 2013).
significant effect on brand loyalty. Positive Customer satisfaction toward the quality of
brand image is good for customer loyalty. In sportswear also affects brand trust, which
addition, brand image also affects consumer will positively and significantly influence
satisfaction, which is consistent with brand loyalty. This result is similar to those
Yulianti and Tung (2013). When consumers of Su and Chang (2018), and it is obvious
have an image, they with have higher levels that product quality cannot be ignored.
of satisfaction. Furthermore, brand image Furthermore, brand trust is also the
also significantly affects sportswear brand mediating factor between brand image,
trust. The finding is consistent with perceived quality, and brand loyalty.
Alhaddad (2015). If consumers have a good Positive brand image would positively
image of a sportswear brand, they tend to impact on consumer satisfaction and
have trust in the brand. Therefore, there are consequently brand loyalty. Similarly, brand
numerous ways for sportswear companies image also affects consumer trust in
build up customer brand trust. For example, sportswear brands, and then positively and
sportswear brands can seek to provide significantly affects brand loyalty. Customer
positive experiences to win consumers’ satisfaction and brand trust could be
trust. enhanced by companies launching activities
Perceived quality affects consumers’ trust to improve product quality or enhancing
and satisfaction with the brand. The results brand image and finally, to enhance
of the study indicate that a positive consumer brand loyalty.
perception of the quality of sportswear
products positively and significantly affects 5.1 Implications
consumer satisfaction and brand trust. This study provides empirical evidence for
Therefore, sportswear brands need to developing sportswear brand loyalty and
provide high quality products to consumers. provides the following recommendations for
Products that exceed consumer expectations the application of research results.
help build consumer loyalty (Zeithaml et al., First, the global sportswear market is
1996). forecast to grow continuously in the future
This study demonstrates that satisfaction and and the market in emerging countries will
brand trust are predictors of brand loyalty. increase rapidly. Existing sportswear brands
Consumer satisfaction is the mediating are highly competitive, and brands should
factor between brand trust, perceived quality, consider how to build long-term
and loyalty. Perceived quality affects relationships with consumers to win
consumer satisfaction and thus, impacts on competitive advantage. The research results

IJER – November – December 2019 30

Available online @ www.ijeronline.com
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37
indicate one of the key tasks is to establish
and maintain customer loyalty. Retaining
existing customers has the advantage of
reducing business marketing costs
(Rosenberg & Czepiel, 1984).
Second, there are many choices for Thai
consumers regarding sportswear brands. To
build customers loyalty, this research
suggests companies should first focus on
customer satisfaction and brand trust, which
have also been highlighted by previous
research. The implications are:
1. Brands need to form a clear and strong
brand image to represent the value as
well as the impression that the company
wants to deliver to the customer. For
companies to have positive brand image,
it would be helpful to strengthen
consumer satisfaction and brand trust.
Consumers create an image from a
variety of factors, such as the cleanliness
of the store, store display, employees
dress and behavior, and company
website. Company should focus on
maintaining a consistent brand image
throughout every moment of contact
with customers. Brand image can create
recognition for customers.
2. It is necessary to emphasize product
quality when communicating with
consumers through marketing activities.
The attribute of quality includes product
design, performance, innovation, and
service. Sportswear brands can
emphasize the advantages of function,
IJER – November – December 2019
Available online @ www.ijeronline.com
ISSN:2229-6158
material, ergonomics, store decoration,
and so on. Through the appeal of sports
product quality, strengthening
consumers’ brand satisfaction and brand
trust can help to enhance brand loyalty.
5.2 Limitations and further research
There are some avenues of further research
to pursue and limitations of this study to
address.
First, this study focused on only one
sportswear brand in Thailand, the research
results may therefore lack generalizability.
Future research should explore more brands
in Thailand and compare the differences in
brand loyalty.
Second, this study focused only on
sportswear brand; however, there may be
different factors affecting consumer loyalty
toward sports shoes, sports clothes,
accessories, and so on. Future research can
focus on specific sportswear products.
Third, data for this study was obtained via
an online survey. Future research can be
carried out in a variety of channels such as
surveys in physical stores.
31
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

References Baron, R. M., & Kenny, D. A. (1986). The

Moderator-Mediator Variable Distinction in
Social Psychological Research: Conceptual,
uAaker, D. A. (1991). Managing Brand
Strategic, and Statistical Considerations.
Equity. New York: Free Press.
Journal of Personality and Social
Abdullah, M., Al-Nasser, A. D., & Husain, N.
Psychology, 51(6), 1173–1182.
(2000). Evaluating functional relationship
Berry, L. L. (2000). Cultivating Service
between image, customer satisfaction and
Brand Equity. Journal of the Academy of
customer loyalty using general maximum
Marketing Science, 28(1), 128–137.
entropy. Total Quality Management, 11(4–6),
https://doi.org/10.1177/0092070300281012
826–829.
Boost, R. (2019, October 17). Study: By
https://doi.org/10.1080/09544120050008273
2023 APAC’s physical activity market is set
Ahmed, S., & Moosavi, Z. (2013). Factors
to dominate at US$373.5 billion. Retrieved
influencing the cell phone brand loyalty of
November 3, 2019, from Marketing
Swedish Generation Y. (The Mälardalen
Interactive website:
University). Retrieved from
https://www.marketing-interactive.com/stud
https://www.diva-portal.org/smash/get/diva2
y-by-2023-apacs-physical-activity-market-is
:626233/FULLTEXT01.pdf.
-set-to-dominate-at-us373-5-billion/
Ailawadi, K. L., Neslin, S. A., & Gedenk, K.
Bowen, J. T., & Chen, S. (2001). The
(2001). Pursuing the value-conscious
relationship between customer loyalty and
consumer: store brands versus national brand
customer satisfaction. International Journal
promotions. Journal of Marketing, 65(1),
of Contemporary Hospitality Management,
71–89.
13(5), 213–217.
https://doi.org/10.1509/jmkg.65.1.71.18132
https://doi.org/10.1108/09596110110395893
Akbar, S., Som, A. P. M., Wadood, F., &
Brand Finanace. (2019). The annual report
Alzaidiyeen, N. J. (2010). Revitalization of
on the world’s most valuable brands (p. 22).
service quality to gain customer satisfaction
Retrieved from Brand Finanace website:
and loyalty. International Journal of
https://brandfinance.com/images/upload/glo
Business and Management, 5(6), 113–122.
bal_500_2019_locked_4.pdf
https://doi.org/10.5539/ijbm.v5n6p113
Campbell, D. T. (1959). Convergent and
Alhaddad, A. (2015). A structure model of
Discriminant Validation by the
the relationships between brand image, brand
Multitrait-multimethod Matrix,.
trust and brand loyalty. International Journal
Psychological Bulletin, 56(2), 81–105.
of Management Research & Review, 5(3),
Chaudhuri, A. (1999). Does Brand Loyalty
137–144.
Mediate Brand Equity Outcomes? Journal of
Alwi, S. F. S., Nguyen, B., Melewar, T. C.,
Marketing Theory and Practice, 7(2),
Loh, Y. H., & Liu, M. (2016). Explicating
136–146.
industrial brand equity: Integrating brand
https://doi.org/10.1080/10696679.1999.1150
trust, brand performance and industrial brand
1835
image. Industrial Management and Data
Chaudhuri, A., & Holbrook, M. B. (2001).
Systems, 116, 858–882.
The chain of effects from brand trust and
https://doi.org/10.1108/IMDS-09-2015-0364
brand affect to brand performance: ...
Anderson, E. W., & Sullivan, M. W. (1993).
Journal of Marketing, 65(2), 81–93.
The antecedents and consequences of
Chen, C.-F., & Tseng, W.-S. (2010).
customer satisfaction for firms. Marketing
Exploring Customer-based Airline Brand
Science, 12(2), 125–143. Retrieved from
Equity: Evidence from Taiwan.
https://www.jstor.org/stable/184036
Transportation Journal, 49(1). Retrieved
Anderson, R. E., & Srinivasan, S. S. (2003).
from
E-satisfaction and e-loyalty: A contingency
https://www.jstor.org/stable/40904819?seq=
framework. Psychology & Marketing, 20(2),
1#page_scan_tab_contents
123–138. https://doi.org/10.1002/mar.10063
Chen, S.-C. (2012). The customer
satisfaction–loyalty relation in an interactive

IJER – November – December 2019 32

Available online @ www.ijeronline.com
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37
e-service setting: The mediators. Journal of
Retailing and Consumer Services, 19(2),
202–210.
https://doi.org/10.1016/j.jretconser.2012.01.
001
Chinomona, R. (2016). Brand
communication, brand image and brand trust
as antecedents of brand loyalty in Gauteng
Province of South Africa. African Journal of
Economic and Management Studies.
https://doi.org/10.1108/AJEMS-03-2013-00
31
Chinomona, R., Mahlangu, D., & Pooe, D.
(2013). Brand Service Quality,
Satisfaction,Trust and Preference as
Predictors of Consumer Brand Loyalty in the
Retailing Industry. Mediterranean Journal of
Social Sciences, 4(14), 181–190.
https://doi.org/10.5901/mjss.2013.v4n14p181
Corritore, C. L., Kracher, B., & Wiedenbeck,
S. (2003). On-line trust: Concepts,
evolvingthemes, a model. International
Journal of Human-Computer Studies, 58(6),
737–758.
https://doi.org/10.1016/S1071-5819(03)000
41-7
Crane, F. G. (1993). Professional Services
Marketing in the Future. Journal of
Professional Services Marketing, 9(1), 3–12.
https://doi.org/10.1300/J090v09n01_02
Davies, G., & Chun, R. (2002). Gaps
Between the Internal and External
Perceptions of the Corporate Brand.
Corporate Reputation Review, 5(2), 144–158.
https://doi.org/10.1057/palgrave.crr.154017
1 Management,
Davis, D. F., Golicic, S. L., & Marquardt, A.
J. (2008). Branding a B2B service: Does a
brand differentiate a logistics service
provider? Industrial Marketing Management,
37(2), 218–227.
https://doi.org/10.1016/j.indmarman.2007.0
2.003
Deheshti, M., Firouzjah, J. A., &
Alimohammadi, H. (2016). The Relationship
between Brand Image and Brand Trust in
Sporting Goods Consumers. Annals of
Applied Sport Science, 4(3), 27–34.
https://doi.org/10.18869/acadpub.aassjourna
l.4.3.27
Delgado‐Ballester, E. (2004). Applicability
of a brand trust scale across product
IJER – November – December 2019
Available online @ www.ijeronline.com
ISSN:2229-6158
categories. European Journal of Marketing,
38(5/6).
https://doi.org/10.1108/03090560410529222
Delgado‐Ballester, E., & Munuera‐Alemán, J.
L. (2001). Brand trust in the context of
consumer loyalty. European Journal of
Marketing, 35, 1238–1258.
https://doi.org/10.1108/EUM000000000647
5
Delgado-Ballester, E., & Munuera-Aleman, J.
L. (2005). Does brand trust matter to brand
equity? Brand Management, 14(3), 187-196.
Deutsche Bank. (2019, April 24). Sportswear
brands have grown significantly—What is
behind this optimism? Retrieved August 10,
2019, from
https://www.db.com/newsroom_news/2019/
sportswear-brands-have-grown-significantly
-what-is-behind-this-optimism-en-11471.ht
m
Erciş, A., Ünal, S., Candan, F. B., & Yıldırım,
H. (2012). The Effect of Brand Satisfaction,
Trust and Brand Commitment on Loyalty
and Repurchase Intentions. Procedia - Social
and Behavioral Sciences, 58, 1395–1404.
https://doi.org/10.1016/j.sbspro.2012.09.112
4
Fard, M. K., Ismaeelzadeh, R., & Ramshini,
R. (2016). Effect of Sport Brands on
Loyalty in Sport Customers. Global Journal
of Scientific Researches, 45(5), 74–79.
Flavián, C., Guinalíu, M., & Gurrea, R.
(2006). The role played by perceived
usability, satisfaction and consumer trust on
website loyalty. Information &
43(1), 1–14.
https://doi.org/10.1016/j.im.2005.01.002
Fornell, C. (1992). A National Customer
Satisfaction Barometer: The Swedish
Experience. Journal of Marketing, 56(1),
6–21. https://doi.org/10.2307/1252129
Fournier, S. (1998). Consumers and Their
Brands: Developing Relationship Theory in
Consumer Research. Journal of Consumer
Research, 24(4), 343–353.
https://doi.org/10.1086/209515
Gamble, P. R., Tapp, A., Marsella, A., &
Stone, M. (2005). The Marketing Revolution:
The Radical New Way to Transform the
Business, the Brand and the Bottom Line.
London ; Sterling, VA: Kogan Page
Business Books.
33
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37
Gecti, F., & Zengin, H. (2013). The
Relationship between Brand Trust, Brand
Affect, Attitudinal Loyalty and Behavioral
Loyalty: A Field Study towards Sports Shoe
Consumers in Turkey. International Journal
of Marketing Studies, 5(2), p111.
https://doi.org/10.5539/ijms.v5n2p111
Gorondutse, A. H., & Hilman, H. (2014).
Mediation effect of customer satisfaction on
the relationships between service quality
and customer loyalty in the Nigerian foods
and beverages industry: Sobel test approach.
International Journal of Management
Science and Engineering Management, 9(1),
1–8.
https://doi.org/10.1080/17509653.2013.812
337
Hair, J. F., Black, W. C., Anderson, R. L. R.
E., & Tatham, R. L. (2006). Multivariate
data analysis (6th Edition). Upper Saddle
River,NJ: Pearson Prentice Hall.
Hess, J. S. (1995). Construction and
Assessment of a Scale to Measure
Consumer Trust. In AMA EDUCATORS
PROCEEDINGS. Enhancing knowledge
development in marketing AMA educators’
proceedings (pp. 20–26). Chicago:
American Marketing Association.
Homburg, C., & Giering, A. (2001).
Personal characteristics as moderators of the
relationship between customer satisfaction
and loyalty—An empirical analysis.
Psychology & Marketing, 18(1), 43–66.
https://doi.org/10.1002/1520-6793(200101)
18:1<43::aid-mar3>3.0.co;2-i
Huang, L. (2008). Exploring the
determinants of E-loyalty among travel
agencies. The Service Industries Journal,
28(2), 239–254.
https://doi.org/10.1080/0264206070184231
6 Hong Kong. Journal of Textile and Apparel,
Ibáñez, V. A., Hartmann, P., & Calvo, P. Z.
(2006). Antecedents of customer loyalty in
residential energy markets: Service quality,
satisfaction, trust and switching costs. The
Service Industries Journal, 26(6), 633–650.
https://doi.org/10.1080/0264206060085071
7 4(2),
Interbrand. (2018). Best global brands 2018.
Retrieved November 8, 2019, from
Interbrand website:
IJER – November – December 2019
Available online @ www.ijeronline.com
ISSN:2229-6158
https://www.interbrand.com/best-brands/be
st-global-brands/2018/ranking/
Keller, K. L. (1993). Conceptualizing,
Measuring, and Managing Customer-Based
Brand Equity. Journal of Marketing, 57(1),
1–22. https://doi.org/10.2307/1252054
Keller, K. L. (2013). Strategic brand
management: Building, measuring, and
managing brand equity (4th ed). Boston:
Pearson.
Khundyz, Z. (2018). The Influence Factors
of Brand Loyalty: Mobile Phone Industry.
American Journal of Industrial and
Business Management, 8(6), 1624–1633.
Retrieved from
https://file.scirp.org/pdf/AJIBM_20180626
15022476.pdf
Kotler, P., & Keller, K. L. (2016).
Marketing management. Boston: Pearson.
Krystallis, A., & Chrysochou, P. (2014).
The effects of service brand dimensions on
brand loyalty. Journal of Retailing and
Consumer Services, 21(2), 139–147.
https://doi.org/10.1016/j.jretconser.2013.07
.009
Kumar, S., & Deshmukh, R. (2019,
October). Sports Apparel market by end
user and distribution channel: Opportunity
analysis and industry forecase, 2018-2026.
Retrieved November 3, 2019, from Allied
Market Research website:
https://www.alliedmarketresearch.com/spor
ts-apparel-market
Kumar, V., & Shah, D. (2004). Building and
sustaining profitable customer loyalty for the
21st century. Journal of Retailing, 80(4),
317–329.
https://doi.org/10.1016/j.jretai.2004.10.007
Lau, M., Chang, M., Moon, K., & Liu, W.
(2006). The Brand Loyalty of Sportswear in
Technology and Management, 5(1), 13.
Loureiro, S. M. C. (2013). The effect of
perceived benefits, trust, quality, brans
awareness/associations and brand loyalty on
internet banking brand equity. International
Journal of Electronic Commerce Studies,
139–158.
https://doi.org/10.7903/ijecs.1000
Low, G. S., & Lamb, C. W. (2000). The
measurement and dimensionality of brand
associations. Journal of Product & Brand
34
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37
Management, 9(6), 350–370.
https://doi.org/10.1108/10610420010356966
Mehmood, W., & Shafiq, O. (2015). Impact
of Customer Satisfaction, Service Quality,
Brand Image on Purchase Intention. Journal
of Marketing and Consumer Research, 15,
174–186. Retrieved from
https://pdfs.semanticscholar.org/2b65/90822
eb2e66f9157c44c51c353461446ffe1.pdf
Moorman, C., Zaltman, G., & Deshpande, R.
(1992). Relationships between Providers and
Users of Market Research: The Dynamics of
Trust within and between Organizations.
Journal of Marketing Research, 29(3),
314–328. https://doi.org/10.2307/3172742
Morgan, R. M., & Hunt, S. D. (1994). The
Commitment-Trust Theory of Relationship
Marketing. Journal of Marketing, 58(3),
20–38. https://doi.org/10.2307/1252308
Nam, J., Ekinci, Y., & Whyatt, G. (2011).
Brand equity, brand loyalty and consumer
satisfaction. Annals of Tourism Research,
38(3), 1009–1030.
https://doi.org/10.1016/j.annals.2011.01.015
1.015
Nunnally, J. C. (1978). Psychometric theory.
McGraw-Hill.
Oliver, R. L. (1997). Satisfaction: A
Behavioral Perspective on the Consumer.
Consumer. New York: McGraw Hill.
Oliver, R. L. (1999). Whence Consumer
Loyalty? Journal of Marketing, 63, 33–44.
https://doi.org/10.2307/1252099
Olsen, S. O. (2002). Comparative evaluation
and the relationship between quality,
satisfaction, and repurchase loyalty. Journal
of the Academy of Marketing Science, 30(3),
240–249.
https://doi.org/10.1177/0092070302303005
3005
Parasuraman, A., Zeithaml, V. A., & Berry,
L. L. (1988). SERVQUAL: A Multiple-Item
Scale for Measuring Consumer Perceptions
of Service Quality. Journal of Retailing,
64(1), 12–40. Retrieved from
https://www.researchgate.net/profile/Valarie
alarie_Zeithaml/publication/225083802_SE
2_SERVQUAL_A_multiple-_Item_Scale_f
ale_for_measuring_consumer_perceptions_o
ons_of_service_quality/links/5429a4540cf2
7e39fa8e6531/SERVQUAL-A-multiple-Ite
IJER – November – December 2019
Available online @ www.ijeronline.com
ISSN:2229-6158
m-Scale-for-measuring-consumer-perceptio
ns-of-service-quality.pdf
Patrick, K., & Xu, Y. (2018).
Exploring Generation Y Consumers’
Fitness Clothing Consumption: A
Means-end Chain Approach. Journal
of Textile and Apparel, Technology
and Management, 10(3), 1–15.
https://pdfs.semanticscholar.org/89be/
82f5c5afcb4a1b484a907b1fb63d3143
da94.pdf
Podsakoff, P. M., MacKenzie, S. B.,
Lee, J.-Y., & Podsakoff, N. P. (2003).
Common method biases in behavioral
research: A critical review of the
literature and recommended remedies.
Journal of Applied Psychology, 88(5),
879–903.
https://doi.org/10.1037/0021-9010.88.
5.879
Podsakoff, P. M., & Organ, D. W.
(1986). Self-Reports in Organizational
Research: Problems and Prospects.
Journal of Management, 12(4),
531–544.
https://doi.org/10.1177/014920638601
200408
Prema, D. A., & Gnanamoni, S. M.
(2018). Impact of Brand Image on
Consumer Buying Behaviour.
6(Special Issue 1), 59–62.
QY Research. (2018, September 14).
Global Sportswear Industry Research
Report, Growth Trends and
Competitive Analysis 2018-2025 -.
Retrieved October 10, 2019, from
https://www.qyresearch.com/index/det
ail/717880/Global-Sportswear-Industr
y-Research-Report-Growth-Trends-an
d-Competitive-Analysis
Raithel, S., Sarstedt, M., Scharf, S., &
Schwaiger, M. (2012). On the value
relevance of customer satisfaction.
Multiple drivers and multiple markets.
Journal of the Academy of Marketing
Science, 40(4), 509–525. Retrieved
from
https://www.researchgate.net/publicati
on/225729589_On_the_value_relevan
ce_of_customer_satisfaction_Multiple
_drivers_and_multiple_markets
35
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37
Rasheed, F. A., & Abadi, M. F. (2014).
Impact of Service Quality, Trust and
Perceived Value on Customer Loyalty
in Malaysia Services Industries.
Procedia - Social and Behavioral
Sciences, 164, 298–304.
https://doi.org/10.1016/j.sbspro.2014.1
1.080
Rempel, J. K., Holmes, J. G., & Zanna,
M. P. (1985). Trust in close
relationships. Jpurnal of Personality
and Social Psychology, 49(1), 95–112.
https://doi.org/10.1037/0022-3514.49.
1.95
Rosenberg, L. J., & Czepiel, J. A.
(1984). A MARKETING APPROACH
FOR CUSTOMER RETENTION.
Journal of Consumer Marketing, 1(2),
45–51.
https://doi.org/10.1108/eb008094
Schirmer, N., Ringle, C. M., Gudergan,
S. P., & Feistel, M. S. G. (2018). The
link between customer satisfaction and
loyalty: The moderating role of
customer characteristics. Journal of
Strategic Marketing, 26(4), 298–317.
https://doi.org/10.1080/0965254X.201
6.1240214
Setyawan, A. A., & Imronudin, K.
(2015). Brand trust and brand loyalty,
an empirical study in Indonesia
consumers. British Journal of
Marketing Studies, 4(3), 37–47.
Retrieved from
http://www.eajournals.org/wp-content/
uploads/Brand-Trust-and-Brand-Loyal
ty-an-Empirical-Study-in-Indonesia-C
onsumers.pdf
Shankar, V., Smith, A. K., &
Rangaswamy, A. (2003). Customer
satisfaction and loyalty in online and
offline environments. International
Journal of Research in Marketing,
20(2), 153–175.
https://doi.org/10.1016/S0167-8116(0
3)00016-8
Sheng, T., & Liu, C. (2010). An
empirical study on the effect of
e‐service quality on online customer
satisfaction and loyalty. Nankai
Business Review International, 1(3),
273–283.
IJER – November – December 2019
Available online @ www.ijeronline.com
ISSN:2229-6158
https://doi.org/10.1108/204087410110
69205
Shim, S., & Gehrt, K. C. (1996).
Hispanic and native American
adolescents: An exploratory study of
their approach to shopping. Journal of
Retailing, 72(3), 307–324.
https://doi.org/10.1016/S0022-4359(9
6)90032-9
Singh, P. K., & Pattanayak, J. K.
(2014). The Impact of Brand Loyalty
on Consumers’ Sportswear Brand
Purchase. IUP Journal of Brand
Management, 11(4), 40–52. Retrieved
from
https://www.questia.com/library/journ
al/1P3-3568880501/the-impact-of-bra
nd-loyalty-on-consumers-sportswear
Su, J., & Chang, A. (2018). Factors
affecting college students’ brand
loyalty toward fast fashion.
International Journal of Retail &
Distribution Management.
https://doi.org/10.1108/IJRDM-01-201
6-0015
Suh, J.-C., & Youjae, Y. (2006). When
Brand Attitudes Affect the Customer
Satisfaction-Loyalty Relation: The
Moderating Role of Product
Involvement. Journal of Consumer
Psychology, 16(2), 145–155.
https://doi.org/10.1207/s15327663jcp1
602_5
Taylor, S., & Hunter, G. (2003). An
Exploratory Investigation into the
Antecedents of Satisfaction, Brand
Attitude, and Loyalty within the (B2B)
eCRM Industry. Journal of Consumer
Satisfaction, | , Dissatisfaction and
Complaining Behavior, 16. Retrieved
from
https://jcsdcb.com/index.php/JCSDCB/
article/view/73
Tsao, H.-Y., & Chen, L.-W. (2005).
Exploring Brand Loyalty from the
Perspective of Brand Switching Costs.
International Journal of Management,
22(3), 436–441. Retrieved from
http://connection.ebscohost.com/c/articl
es/18390908/exploring-brand-loyalty-fr
om-perspective-brand-switching-costs
36
 Cheng Mei Tung,Thanida Suthinoparatanakul, Int. Jou Eco. Res, 2019, V10 i5, 16 – 37 ISSN:2229-6158

Tsiotsou, R. (2006). The role of

perceived product quality and overall
satisfaction on purchase intentions.
International Journal of Consumer
Studies, 30(2), 207–217.
https://doi.org/10.1111/j.1470-6431.20
05.00477.x
Tu, Y.-T., & Chang, H.-C. (2012).
Corporate Brand Image and Customer
Satisfaction on Loyalty: An Empirical
Study of Starbucks Coffee in Taiwan.
Journal of Social and Development
Sciences, 3(1), 24–32.
Yee, W. F., & Sidek, Y. (2008).
Influence of Brand Loyalty on
Consumer Sportswear. International
Journal of Economics and Management,
2(2), 221–236.
Yulianti, I., & Tung, W. (2013). The
Relationship among Brand Experience,
Brand Image and Customer Satisfaction
of Facebook Users in Indonesia.
Handbook on the Economic, Finance
and Management Outlooks, 162–177.
Malaysia: PAK publishing Group.
Zehir, C., Şahin, A., Kitapçı, H., &
Özşahin, M. (2011). The Effects of
Brand Communication and Service
Quality In Building Brand Loyalty
Through Brand Trust; The Empirical
Research On Global Brands. Procedia -
Social and Behavioral Sciences, 24,
1218–1231.
https://doi.org/10.1016/j.sbspro.2011.0
9.142
Zeithaml, V. A. (1988). Consumer
Perceptions of Price, Quality, and Value:
A Means-End Model and Synthesis of
Evidence. Journal of Marketing, 52(3),
2–22.
https://doi.org/10.1177/0022242988052
00302
Zeithaml, V. A., Berry, L. L., &
Parasuraman, A. (1996). The
Behavioral Consequences of Service
Quality. Journal of Marketing, 60(2),
31–46. https://doi.org/10.2307/1251929
Zeithaml, V. A., Bitner, M. J., &
Gremler, D. (2017). Services Marketing:
Integrating Customer Focus Across the
Firm (7 edition). Dubuque:
McGraw-Hill Edcation.

IJER – November – December 2019 37

Available online @ www.ijeronline.com