2019
DOI: 10.5937/ekonomika1903035m
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Impact branding on consumer preference towards buying a certain product: Comparative analysis of brands Nike and Adidas

Abstract: Brands Nike and Adidas are considered competitors because both companies produce sports shoes, clothes and equipment and are leading in the global market. The subject of this work is analysis of the impact of brands on consumers' willingness to buy brands like Nike and Adidas, as well as examining the similarities and differences between the brands and their positioning in the global market. The purpose of this work is reflected in increasing the level of awareness of the importance that the companies in BiH b… Show more

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Cited by 3 publications
(3 citation statements)
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“…Packaging could be considered a type of advertising. According to research, Adidas' interesting packaging is more appealing to consumers than Nike's [11]. Moreover, Adidas incorporates strong slogans into its advertising to help motivate consumers to shop and increase their liking for the brand.…”
Section: Promotingmentioning
confidence: 99%
See 1 more Smart Citation
“…Packaging could be considered a type of advertising. According to research, Adidas' interesting packaging is more appealing to consumers than Nike's [11]. Moreover, Adidas incorporates strong slogans into its advertising to help motivate consumers to shop and increase their liking for the brand.…”
Section: Promotingmentioning
confidence: 99%
“…However, Adidas is not as successful as Nike in terms of advertising. Firstly, consumers are not as receptive to Adidas' slogans as they are to Nike's [11]. Furthermore, compared to Nike, which has exclusive contracts with famous athletes (such as Michael Jordan), Adidas has not chosen to invest in getting spokespeople to endorse its products [2].…”
Section: Promotingmentioning
confidence: 99%
“…High brand equity is possible when generating a positive connotation about the brand in the minds of consumers, and it is therefore likely that consumers will prefer to buy that brand over other branded or non-branded products, while creating brand loyalty (Kuhn et al, 2008). The concept of consumer-based brand equity is considered to be the dominant framework, which is used in many marketing studies since it encourages the creation of appropriate brand positioning (Davcik & Sharma, 2015, p.769;Matović et al, 2019). Consumerbased brand value is a set of consumer perceptions, attitudes, knowledge and behavior that results in increased customer service, higher returns or higher margins for businesses than would be possible without a brand (Christodolides & Chernatory, 2010).…”
Section: Literature Reviewmentioning
confidence: 99%