BRAND PERCEPTION DYNAMICS: A STUDY OF ADIDAS AND NIKE IN CZECH AND SWEDISH CONTEXTS

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

BRAND PERCEPTION DYNAMICS: A STUDY OF ADIDAS AND NIKE IN CZECH AND SWEDISH CONTEXTS

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

BRAND PERCEPTION DYNAMICS: A STUDY OF ADIDAS AND NIKE IN CZECH AND SWEDISH CONTEXTS

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

30306 - Sport and fitness sciences

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Časopis za Ekonomiju i Tržišne Komunikacije

ISSN

2232-8823

e-ISSN

2232-9633

Svazek periodika

15

Číslo periodika v rámci svazku

5

Stát vydavatele periodika

BA - Bosna a Hercegovina

Počet stran výsledku

12

Strana od-do

8-19

Kód UT WoS článku

001550585300001

EID výsledku v databázi Scopus

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