CONSUMER SATISFACTION AND BRAND LOYALTY OF YOUTH TOWARDS NIKE BRAND

Abstract

Sustaining success in the highly competitive global economy requires an understanding of customer behavior and building brand loyalty. This study examines the complex connection between consumer happiness and brand loyalty to the well known Nike company worldwide. The study uses a combination of methods to gather both types of data: numerical data and descriptive information. While qualitative interviews offer more nuanced insights into consumer opinions and experiences, quantitative surveys will collect quantifiable data on customer happiness and brand loyalty. This study's main goal is to look at the following: a) How consumer happiness affects brand loyalty to the Nike name. b) The roles of perceived quality and brand image in connecting brand loyalty with customer satisfaction. c) How consumer psychographics and demographics moderate the link between brand loyalty and customer satisfaction. The research findings are expected to enhance our understanding of brand loyalty and customer satisfaction. The study's findings will give marketing professionals insightful information that will help them create strategies that will increase consumer happiness and build brand loyalty.