Factors Affecting the Brand Loyalty of Footwear Customers: A Study on Apex, Tangail, Bangladesh


  • Nushrat Nahida Afroz Department of Management, Mawlana Bhashani Science and Technology University, Santosh, Tangail-1902, Bangladesh Author
  • Sayma Hossain Shetu Department of Management, Mawlana Bhashani Science and Technology University, Santosh, Tangail-1902, Bangladesh Author
  • Brishti Chakraborty Department of Accounting, Mawlana Bhashani Science and Technology University, Santosh, Tangail-1902, Bangladesh Author


Footwear Customers, Brand Loyalty, Apex Footwear, Product Quality, Service Quality


This research deals with identifying the factors influencing the brand loyalty of footwear customers. The main focus of this study is to examine the relationship between factors including brand name, style, product quality, service quality, price, and promotion with brand loyalty of footwear customers. This study covered Apex footwear customers in the Tangail district, Bangladesh. Descriptive Statistics and multiple regression analysis were conducted to reach the result using SPSS (a popular computer program for analyzing marketing data). The findings of this study revealed that brand name, product quality, and service quality have a positive association with brand loyalty whereas style, promotion, and price have not any significant impact on brand loyalty. The results provide crucial insights regarding the factors on which practitioners should concentrate to better tailor their contents and strategies. This research is of great importance for footwear companies like Apex in a mature Bangladeshi market to identify the drivers of brand loyalty. This study generated fruitful findings, which can be exploited by managers to implement successful customer loyalty strategies.


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How to Cite

Afroz, N. N., Shetu, S. H., & Chakraborty, B. (2023). Factors Affecting the Brand Loyalty of Footwear Customers: A Study on Apex, Tangail, Bangladesh. MBSTU Journal of Science and Technology, 9(1 and 2), 25-33. https://journal.mbstu.ac.bd/index.php/jst/article/view/19