Main Article Content
Abstract
Brand loyalty is important for any firm as it increases the profitability and market share. The questionnaires were filled by 450 students out of which 225 were sportspersons i.e physical education students and 225 were non-sportspersons i.e management students.Purposive sampling method was used in this study. The study depicted that the factors which affect brand loyalty were price, brand trust, brand experience, perceived quality, brand image, store environment, brand satisfaction, service quality, product quality and style. It was stated that service quality and brand experience had a positive effect on brand loyalty.Also it was stated that sportspersons found service quality to be an important factor as compared to brand experience whereas non-sportspersons found brand experience as an important factor as compared to service quality.