An Influence of Advertising on Consumer-based Brand Loyalty: A Case Study on a Sports Shoe Brand in Bhopal India

Main Article Content

Ayush Bisen
Chompu Nuangjamnong


This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative approach and applied non-probability sampling as the convenience sampling technique. A total of 400 respondents who experienced the perception of advertising for searching information about sports shoe products were invited to participate in this study. The descriptive statistic was used as frequency and percentile to explain demographic profile meanwhile inferential statistic was used both simple linear regression (SLR) and multiple linear regression (MLR) to explain the causal relationship between advertising, perceived quality, brand trust, and brand loyalty in sportswear products. The results on simple linear regression exposed that advertising has a significant influence on brand trust and perceived quality, while perceived quality has also a significant influence on brand trust and brand loyalty which all the p-value have less than .05. The results on multiple linear regression discovered that brand trust and perceived quality have a significant influence on brand loyalty as p-value has less than .05 as well.


Download data is not yet available.

Article Details

How to Cite
Bisen, A., & Nuangjamnong, C. (2021). An Influence of Advertising on Consumer-based Brand Loyalty: A Case Study on a Sports Shoe Brand in Bhopal India. AU-GSB E-JOURNAL, 14(1), 26-36.


Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press, New York, NY.

Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions. International Journal of Advertising. 29(1), 37-56. DOI: 10.2501/S0265048709201026

Alexandris, K., Douka, S., Papadopoulos, P., & Kaltsatou, A. (2008). Testing the role of service quality on the development of brand associations and brand loyalty. Managing Service Quality: An International Journal, 18(3), 239-254. DOI: 10.1108/09604520810871865

Alhaddad, A. (2015). Perceived Quality, Brand Image and Brand Trust as Determinants of Brand Loyalty. Quest Journals Journal of Research in Business and Management, 3(4), 1–08. Retrieved from

Ambler, T. (2009). Do Brands Benefit Consumers? International Journal of Advertising. September (2009). 16(3), 167 – 198.

Atilganet, E., Aksoy, Ş., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning. 23(3), 237 - 248.

Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence and Planning, 38(5), 559–572. 2020

Aurier, P., & Lanauze, G. S. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector. November (2012). European Journal of Marketing. 46, 11 – 12.

Bakator, M., Boric, S., & Paunovic, M. (2017). Influence of advertising on consumer-based brand loyalty.Journal of Engineering Management and Competitiveness, 7(2), 75–83.

Ballester, E.D., & Munuera-Alemán, J.L. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management. May (2005). 14(3), 187-196. DOI: 10.1108/10610420510601058.

Batra, R., Ahuvia, A. C., & Bagozzi, R. (2012). Brand Love, Journal of Marketing, 76(2), 1-16, March (2012). DOI: 10.1509/jm.09.0339.

Berry, L.L. (1983), “Relationship marketing”, in Berry, L.L., Shostack, G.L. and Upah, G.D. (Eds),Emerging Perspectives of Services Marketing, American Marketing Association, Chicago,IL, 25-8.

Bickman, L., & Rog, D. J. (Eds.). (1998), Handbook of applied social research methods. Sage Publications, Inc. Abstract.

Buil, I., De Chernatony, L. & Martínez, E. (2013), Examining the Role of Advertising and Sales Promotions in Brand Equity Creation. Journal of Business Research. 66, 115-122.

Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Market Lett 17, 79–89.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.

Chen, C.-F. & Chen, F.-S. (2010). Experience Quality, Perceived Value, Satisfaction and Behavioral Intentions for Heritage Tourists. Tourism Management. 31, 29-35.

Chen, Y., Joshi, Y., Jagmohan, S. & Zhang, Z. (2009). A Theory of Combative Advertising (January 2009). Marketing Science, 28(1), 1-19,

Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139.

Chioneanu, I. (2008). Advertising, brand loyalty and pricing. Games and Economic Behavior. 64(1), 68-80.

Chiou, J. S., & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction-loyalty framework”, Journal of the Academy of Marketing Science, 34(4), 613-627.

Chumpitaz, C. R. & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commitment and business‐to‐business loyalty. European Journal of Marketing 41(7/8), 836-867.

Davis-Sramek, B., Droge, C., Mentzer, J. T., Myers, M. B. (2009). Creating commitment and loyalty behavior among retailers: What are the roles of service quality and satisfaction? Journal of the Academy of Marketing Science. December (2009). 37(4), 440-454. DOI: 10.1007/s11747-009-0148-y.

Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a Brand trust scale, International Journal of Market Research, 45(1), 35-56.

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. JAMS. 22, 99–113.

Fatma, M., Rahman, Z., & Khan, I. (2015). Building company reputation and brand equity through CSR: the mediating role of trust. International Journal of Bank Marketing. 33(6), 840-856. DOI: 10.1108/IJBM-11-2014-0166.

Figar, N. & Dordevic, B. (2016). Managing an Ethical Dilemma. Economic Themes. 54(3), DOI:

Fuchs, C., Schreier, M., & Van Osselaer, SMJ. (2015). The Handmade Effect: What’s Love Got to Do with It? Journal of Marketing. 79(2), 98-110. doi:10.1509/jm.14.0018

Hameed, F. (2013). The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets. Asian Journal of Business Management, 5(1), 181-192.

He, H., Li, Y. & Harris, L. (2012), “Social identity perspective on brand loyalty”, Journal of Business Research, 65(5), 648-657.

Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934.

Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology. 60(11), 2169-2188.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing. 57, 1-22.

Keller, K. L. (2010), Brand equity management in a multichannel, multimedia retail environment, Journal of Interactive Marketing, 24(1), 58-70.

Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: research findings and future priorities. Marketing Science, 25(6), 740-759.

Kotler, P., & Armstrong, G. (2010). Principles of Marketing. Pearson Education, London.

Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: capturing total customer engagement value. Journal of Service Research. 13(3), 297-310.

Lee, D., Hosanagar, K. & Nair, H.S. (2018). Advertising content and consumer engagement on social media: evidence from Facebook. Management Science. 64(11), 1-41.

Leigh, T. W., Peters, C., & Shelton, J. (2006). The consumer quest for authenticity: the multiplicity of meanings within the MG subculture of consumption. Journal of the Academy of Marketing Science. 34(4), 481-493.

Liljander, V., Polsa, P., & van Riel, A. (2009). Modelling consumer responses to an apparel store brand: store image as a risk reducer. Journal of Retailing and Consumer Services. 16(4), 281-290.

Lotman, Y. M., & Uspensky, B.A. (1978). On the semiotic mechanism of culture. Trans. Mihaychuk G. New Literary History. 9(2): 211–232.

Loureiro, S. M. C., & Kaufmann, H. R. (2017). Advertising and country-of-origin images as sources of brand equity and the moderating role of brand typicality. Baltic Journal of Management, 12(2), 153–170. 2017

Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review. 85(2), 116-126.

Morgan, R. M., & Hunt, S. D. (1994). The commitment trust theory of relationship marketing, Journal of Marketing, 58(3), 20-38.

Narayanan, S. & Manchanda, P. (2010). Heterogeneous learning and the targeting of marketing communication for new products. Marketing Science. 28(3). 424 - 441.

Oliver, R. L. (1997). A Behavioral Perspective on the Consumer. McGraw-Hill, New York, NY.

Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1), 2–28.

Phan, K. N., & Ghantous, N. (2013). Managing brand associations to drive customers’ trust and loyalty in Vietnamese banking. International Journal of Bank Marketing, 31(6), 456–480.

Pakapatpornpob, N., Vongurai, R., & Inthawadee, S. (2017). An Influence of e-WOM and A Moderating Role of Brand Attitude on IT Product Purchase Intention in Bangkok, Thailand. AU-GSB e-Journal, 10(1), 56-66.

Rowley, J. (2014). Designing and using research questionnaires. Management Research Review, 37(3), 308–330.

Shimp, T. A., & Andrews, J. C. (2003). Advertising, Promotion, and other aspects of Integrated Marketing Communications. Ninth Edition. South-Western, Cengage Learning. Mason, OH, USA.

Swinker, M. E., & Hines, J. D. (2006). Understanding consumers’ perception of clothing quality: a multidimensional approach. March (2006). International Journal of Consumer Studies. 30(2), 218-223.

Yamane, T. (1967). Statistics: An Introductory Analysis, 2nd Edition, New York: Harper and Row.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing. 52(3), 2-22.

Most read articles by the same author(s)