Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/244886 
Year of Publication: 
2020
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 7 [Issue:] 1 [Publisher:] Taylor & Francis [Place:] Abingdon [Year:] 2020 [Pages:] 1-18
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
The study aims to investigate the determinants of brand loyalty in the apparel industry of Botswana. A descriptive quantitative design was followed, and data were collected from respondents using a self-administered questionnaire. A structured equation modelling technique was used to validate the hypotheses. The results indicated an array of positive significant relationships between brand awareness, brand image, brand trust, and brand loyalty. Additionally, brand commitment significantly moderated the influence of brand trust on brand loyalty. Therefore, it is important for the management of apparel brands to cultivate the levels of brand awareness, brand image, brand trust, and brand commitment in order to strengthen brand loyalty and, in turn, contribute to the longevity of apparel brands in Botswana.
Subjects: 
brand awareness
brand image
brand trust
brand commitment
brand loyalty
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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