{"id":24024,"date":"2026-01-18T20:20:45","date_gmt":"2026-01-18T14:50:45","guid":{"rendered":"https:\/\/www.sachdevajk.in\/?p=24024"},"modified":"2026-01-18T20:20:45","modified_gmt":"2026-01-18T14:50:45","slug":"a-study-on-brand-loyalty-among-college-students","status":"publish","type":"post","link":"http:\/\/www.sachdevajk.in\/?p=24024","title":{"rendered":"A Study on Brand Loyalty among College Students"},"content":{"rendered":"

\u00a0<\/span><\/p>\n

Title:<\/span><\/b><\/p>\n

A Study on Brand Loyalty among College Students (With Special Reference to Nike and Adidas)<\/span><\/p>\n

Authors:<\/span><\/b><\/p>\n

Vivek Rathod<\/span><\/p>\n

Adity Dubey<\/span><\/p>\n

Prasad Satvi<\/span><\/p>\n

\u00a0<\/span><\/p>\n

1) Introduction:<\/span><\/b><\/p>\n

Brand loyalty is an important aspect of consumer behavior in marketing. It reflects a consumer\u2019s preference, trust, and emotional attachment toward a particular brand. Among college students, sportswear brands such as Nike and Adidas play a significant role in lifestyle, identity, and social perception. Understanding brand loyalty among students helps marketers design better strategies to retain customers and strengthen brand image. This study focuses on analyzing students\u2019 loyalty toward their preferred sportswear brands through statistical analysis.<\/span><\/p>\n

2) Objectives:<\/span><\/b><\/p>\n

To understand the underlying phenomena of brand loyalty among college students toward sportswear brands such as Nike and Adidas.<\/span><\/p>\n

3) Literature Review:<\/span><\/b><\/p>\n

Literature Review 1<\/span><\/b>
Aaker (1991) stated that brand loyalty is a key component of brand equity and leads to repeated purchases, reduced marketing costs, and stronger competitive advantage for firms. He emphasized that loyal customers are less likely to switch brands even when competitors offer discounts.<\/span><\/p>\n

Literature Review 2<\/span><\/b>
Oliver (1999) defined brand loyalty as a deeply held commitment to repurchase a preferred product consistently in the future, despite situational influences or marketing efforts of competitors. His research highlights the emotional and behavioral aspects of consumer loyalty.<\/span><\/p>\n

4) Data Collection:<\/span><\/b><\/p>\n

To understand the underlying phenomena of the above problem, 5 statements were framed on a Likert Scale:<\/span><\/p>\n

    \n
  1. I prefer my favourite brand over other sportswear brands.<\/span><\/li>\n
  2. I feel emotionally connected to my preferred brand.<\/span><\/li>\n
  3. I usually look for my preferred brand first when shopping for sportswear.<\/span><\/li>\n
  4. I am willing to pay a higher price for my preferred brand.<\/span><\/li>\n
  5. I would continue buying my preferred brand even if other brands offer discounts.<\/span><\/li>\n<\/ol>\n

    Students of ITM College were surveyed using a Google Form framed on a Linear (Likert) Scale. A total of 100 students were surveyed. For each question, Mean, Standard Deviation, Standard Error, and t-Statistic were calculated.<\/span><\/p>\n

    5) Data Analysis:<\/span><\/b><\/p>\n\n\n\n\n\n\n\n\n
    \u00a0<\/td>\n\n

    Q1<\/span><\/b><\/p>\n<\/td>\n

    		\n

    Q2<\/span><\/b><\/p>\n<\/td>\n

    		\n

    Q3<\/span><\/b><\/p>\n<\/td>\n

    		\n

    Q4<\/span><\/b><\/p>\n<\/td>\n

    		\n

    Q5<\/span><\/b><\/p>\n<\/td>\n<\/tr>\n

    \n

    Mean<\/span><\/b><\/p>\n<\/td>\n

    		\n

    3.32<\/span><\/p>\n<\/td>\n

    		\n

    3.69<\/span><\/p>\n<\/td>\n

    		\n

    3.52<\/span><\/p>\n<\/td>\n

    		\n

    3.43<\/span><\/p>\n<\/td>\n

    		\n

    3.50<\/span><\/p>\n<\/td>\n<\/tr>\n

    \n

    S.D.<\/span><\/b><\/p>\n<\/td>\n

    		\n

    1.17<\/span><\/p>\n<\/td>\n

    		\n

    1.04<\/span><\/p>\n<\/td>\n

    		\n

    1.11<\/span><\/p>\n<\/td>\n

    		\n

    1.10<\/span><\/p>\n<\/td>\n

    		\n

    1.03<\/span><\/p>\n<\/td>\n<\/tr>\n

    \n

    S.E.<\/span><\/b><\/p>\n<\/td>\n

    		\n

    0.12<\/span><\/p>\n<\/td>\n

    		\n

    0.10<\/span><\/p>\n<\/td>\n

    		\n

    0.11<\/span><\/p>\n<\/td>\n

    		\n

    0.11<\/span><\/p>\n<\/td>\n

    		\n

    0.10<\/span><\/p>\n<\/td>\n<\/tr>\n

    \n

    t-stat<\/span><\/b><\/p>\n<\/td>\n

    		\n

    2.75<\/span><\/p>\n<\/td>\n

    		\n

    6.66<\/span><\/p>\n<\/td>\n

    		\n

    4.69<\/span><\/p>\n<\/td>\n

    		\n

    3.92<\/span><\/p>\n<\/td>\n

    		\n

    4.88<\/span><\/p>\n<\/td>\n<\/tr>\n

    \n

    Result<\/span><\/b><\/p>\n<\/td>\n

    		\n

    Agree<\/span><\/p>\n<\/td>\n

    		\n

    Agree<\/span><\/p>\n<\/td>\n

    		\n

    Agree<\/span><\/p>\n<\/td>\n

    		\n

    Agree<\/span><\/p>\n<\/td>\n

    		\n

    Agree<\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    \u00a0<\/span><\/p>\n

    6) Conclusion:<\/span><\/b><\/p>\n

      \n
    1. Students generally prefer their chosen sportswear brand over other brands.<\/span><\/li>\n
    2. Students feel emotionally connected to their preferred brand.<\/span><\/li>\n
    3. Students tend to look for their preferred brand first while shopping.<\/span><\/li>\n
    4. Students are willing to pay a higher price for their favourite brand.<\/span><\/li>\n
    5. Students are likely to remain loyal to their brand even when other brands offer discounts.<\/span><\/li>\n<\/ol>\n

      7) References:<\/span><\/b><\/p>\n

        \n
      1. Aaker, D. A. (1991). Managing Brand Equity<\/i>. Free Press.<\/span><\/li>\n
      2. Oliver, R. L. (1999). Whence Consumer Loyalty?<\/i> Journal of Marketing, 63, 33\u201344.<\/span><\/li>\n<\/ol>\n

        \u00a0<\/p>\n

        \u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

        \u00a0 Title: A Study on Brand Loyalty among College Students (With Special Reference to Nike and Adidas) Authors: Vivek Rathod Adity Dubey Prasad Satvi \u00a0 1) Introduction: Brand loyalty is an important aspect of consumer behavior in marketing. It reflects a consumer\u2019s preference, trust, and emotional attachment toward a particular brand. Among college students, sportswear… Continue reading A Study on Brand Loyalty among College Students<\/span><\/a><\/p>\n","protected":false},"author":140055,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-24024","post","type-post","status-publish","format-standard","hentry","category-uncategorized","entry"],"_links":{"self":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/24024","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/users\/140055"}],"replies":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=24024"}],"version-history":[{"count":1,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/24024\/revisions"}],"predecessor-version":[{"id":24025,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/24024\/revisions\/24025"}],"wp:attachment":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=24024"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=24024"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=24024"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}