BRAND PERCEPTION DYNAMICS: A STUDY OF ADIDAS AND NIKE IN CZECH AND SWEDISH CONTEXTS
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11510%2F25%3A10500413" target="_blank" >RIV/00216208:11510/25:10500413 - isvavai.cz</a>
Result on the web
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=8ddv9AvDuV" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=8ddv9AvDuV</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.7251/EMC250V008V" target="_blank" >10.7251/EMC250V008V</a>
Alternative languages
Result language
angličtina
Original language name
BRAND PERCEPTION DYNAMICS: A STUDY OF ADIDAS AND NIKE IN CZECH AND SWEDISH CONTEXTS
Original language description
The aim of this study is to examine and compare the perception of Adidas and Nike brands among Czech and Swedish consumers. A quantitative methodology was employed, utilizing two electronic questionnaires distributed in Czech and Swedish. The study provides insights into consumer preferences, brand awareness, and brand equity perceptions in the two countries. The findings reveal that while both brands enjoy a positive reputation in both nations, Czech consumers demonstrate a slightly stronger preference for these brands compared to their Swedish counterparts, who exhibit a more neutral stance. The results contribute to understanding consumer behavior in different cultural settings and offer practical implications for brand management in the sportswear industry. Overall, this study provides a comprehensive understanding of how Adidas and Nike are perceived in different cultural contexts and offers valuable recommendations for brand management and marketing practices. The findings underscore the importance of considering cultural differences in global marketing strategies to achieve better brand positioning and consumer loyalty.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
30306 - Sport and fitness sciences
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Časopis za Ekonomiju i Tržišne Komunikacije
ISSN
2232-8823
e-ISSN
2232-9633
Volume of the periodical
15
Issue of the periodical within the volume
5
Country of publishing house
BA - BOSNIA AND HERZEGOVINA
Number of pages
12
Pages from-to
8-19
UT code for WoS article
001550585300001
EID of the result in the Scopus database
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