The Influence of Brand Personality on Customer Loyalty in the German Sports Apparel Industry

Abstract

This study analyses the influence of brand personality on customer loyalty in the German sports apparel industry. An online survey with 237 participants was conducted as part of a quantitative research design. The analysis of the collected data showed that brand presence does not have a significant influence on customer loyalty. There is no great interest in including brand personality in the purchase decision and that there is an emotional connection with the brand. However, it is possible that brand personality plays an unconscious role. In addition, no significant demographic differences were found. The results suggest that brand personality plays a subordinate role in long-term customer loyalty, while functional attributes such as price and quality are of greater importance in the German sports apparel industry