IRJIF: 3.015 North Asian International Research Journal of Social Science & Humanities Index Copernicus Value: 57.07 UGC Journal No: 48727 North Asian International research Journal consortiums www.nairjc.com ISSN: 2454-9827 Vol. 4, Issue-3 March-2018 41 INFLUENCE OF BRAND EXPERIENCE ON BRAND LOYALTY IN FOOTWEAR INDUSTRY SHIVANI MALHAN* DR. PARUL KHANNA** & DR. BIMAL ANJUM*** * Research Scholar, IKG-Punjab Technical University, Jalandhar, Punjab. ** MBA, UGC JRF, Ph.D, Associate Professor, Rayat Bahra Institute of Management *** MBA, Ph.D, Assistant Professor, DAV College, Sector-10, Chandigarh ABSTRACT: This study finds out the impact of brand experience on brand loyalty. The structured questionnaire was filled by 200 respondents of Jalandhar. Market intercept and multistage random sampling method was used to get the questionnaires filled by the respondents. The analysis technique used in the study was regression analysis. The study found out that there is significant effect of Brand experience which is the independent variable on Brand loyalty which is the dependent variable in the study. Also, it is imperative to have well trained and knowledgeable salespersons, attractive advertisements, updated websites, good quality products and proper web communications in order to increase Brand experience and in turn Brand Loyalty. Keywords: Brand Loyalty, Brand Experience, Regression analysis. INTRODUCTION Brand Loyalty According to American Marketing Association Brand Loyalty is defined as the degree to which the consumer purchases the same brand within the product class. It also means the faithfulness of an employee towards the same brand in spite of the pressure exerted through marketing by the competing brands. Most of the brand loyal customers repeatedly purchase the same product in the future and are less likely to switch to other brands in the same product category. Companies try to increase Brand Loyalty by starting loyalty programmes, providing trials, samples and gifts to its customers. A Brand Loyal customer is a brand ambassador of the firm and promotes the products through positive word of mouth.