Effect of Brand Image and Interior Design of Sportswear Retailers on Loyalty: A Statistical Approach

This paper examines the impact of interior designand brand image on repurchasing and customer loyalty forsportswear products. In doing so, stratified sampling of targetmarkets is considered for data gathering. In this respect,we apply C-means clustering technique regarding crucialattributes affecting customers’ market of sportswear. The dataare collected using a self-administered questionnaire fromrespondents belonging to the resultant clustered market. Wemake the most of factor loads and t-test analysis to investigatethe proposed conceptual model. Moreover, this study isperformed by using SPSS to verify the reliability, and validityof the measured variables. Hypothesis tests are done utilizingstructural equation model (SEM) as a statistical method. Theresults of this paper indicate the significant relations amonginterior design, brand image and customer loyalty. Finally, onewayand two-way analyses of variance (ANOVA) are conductedin order to clarify dependency of findings to demographicalvariables.