TRUST OF THE EMPLOYEES OF MULTINATIONAL COMPANIES IN BRANDED CLOTHING-A LINK TO BRAND LOYALTY: AN EMPIRICAL AND FACTUAL EVIDENCE

Sangeeta Bansal, Shalina Mehta
International Journal of Business and Administration Research Review   unpublished
Brand faithfulness is one of the central part of brand value, furthermore absolutely and straightforwardly influenced by brand value. This study was carried out to find out frequency and reasons of consistent preference of certain brands, reasons for shifting to other brands and popular clothing brands enjoying the brand loyalty in present scenario. The results revealed that maximum number of respondents had the brand loyalty for the brands namely Lee, Levis, Nike, Tommy Hilfiger and Zara.
more » ... iger and Zara. Evaluation of the brands was done with product attributes, brand image, brand equity, brand association, value for money and the services given by the brand organizations. Maximum number of respondents often bought the same brand. Reasons for being loyal to the same brand related to different genders, ages and cultures were because of product attributes, value for money, services provided by the organizations, availability and affordability of the product. Employees of multinational companies were found loyal to certain brands of clothes, which was significantly related to age, gender and culture.
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