The Influencing Factors on Brand Trust and Brand Loyalty of Athletic Shoes in College Student

The purpose of this study was to identify the effect of warranty, knowledge, and perceived quality on brand trust and brand loyalty of athletic shoes in college student. Responses were collected from 172 out of 200 questionnaires, from the selected Lap-Class sections. A total of 156 responses were used in this data analysis; 16 questionnaires were excluded from data analysis because of either incomplete or missing data. The multiple regression was used by SPSS. The results of this study were as followings. First, Knowledge and perceived quality were statistically positive relationship with brand trust. Second, Perceived quality and knowledge were statistically positive relationship with brand loyalty. However warranty was not statistically relationship with both brand trust and brand loyalty of athletic shoes in college student.