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An Influence of Brand Loyalty on Branded Shoes

Mohammed Haadi P K M

Department of Management Studies,Dayananda Sagar College of Engineering . haadi.rh9@gmail.com

ORCID ID:

 

Prof. Jayashree K

Assistant Professor

Department of Management Studies,Dayananda Sagar College of Engineering jayashree-mba@dayanandasagar.edu

Department of Management Studies,Dayananda Sagar College of Engineering .

 

 

This study examines how advertising, perceived quality, and brand trust affect brand loyalty in the Indian branded shoe market, which is a highly competitive industry with domestic firms like Bata and Woodland and international brands like Puma, Adidas, and Nike. In the consumer-driven world of today, brand loyalty has emerged as a vital strategic advantage that influences recurring business, lowers marketing expenses, and improves customer relations. The study highlights the increasing significance of quality perceptions, trust- building initiatives, and tailored advertising tactics in attracting and keeping consumers over the long run.

The literature review highlights that advertising serves as a powerful tool for shaping consumer perceptions, enhancing brand awareness, and creating emotional connections. However, its effectiveness is mediated by trust and perceived quality. Prior studies indicate that consistent, creative, and value-driven advertising strengthens brand equity, while trust and quality perceptions act as pivotal drivers in consumer decision-making. Gaps in existing research, especially in localized contexts like Bhopal’s sports shoe market, prompted this study to explore these relationships in greater depth.A quantitative research design was adopted, employing a structured questionnaire comprising 36 items distributed via online and offline channels. The sample consisted of 286 respondents from diverse demographic backgrounds, including students, employees, and self-employed individuals. The study variables included brand loyalty (dependent), and advertising, brand trust, and perceived quality (independent). Data analysis was conducted using SPSS, employing factor analysis, correlation, and regression techniques to examine relationships among the variables.

The study concludes that brand trust is the strongest determinant of loyalty, underscoring the need for brands to maintain consistent product quality, deliver on promises, and build credible reputations. Advertising plays a complementary role by enhancing visibility, shaping perceptions, and reinforcing brand values, particularly when executed through engaging and relatable content. Perceived quality, while not the dominant factor, remains essential for sustaining positive brand experiences and justifying premium pricing.In managerial terms, the research suggests that companies in the Indian shoe market should integrate trust-building initiatives with creative advertising campaigns to cultivate and retain loyal customers. Leveraging digital platforms, influencer endorsements, and experiential marketing can further deepen brand-consumer connections. Future research could expand the geographical scope, explore longitudinal effects, and examine emerging technologies’ role in strengthening the advertising–loyalty nexus.

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