Unit:
Κατεύθυνση Διοικητική Επιχειρήσεων και ΤραπεζώνLibrary of the Faculty of Economics and of the Faculty of Business Administration
Author:
Gkaravellas Georgios
Supervisors info:
Πήχα Λαμπρινή, Αναπληρώτρια Καθηγήτρια, Τμήμα Διοίκησης Επιχειρήσεων και Οργανισμών, ΕΚΠΑ
Original Title:
Η μέτρηση της αξίας της μάρκας (Brand Equity) από την πλευρά του καταναλωτή.
Translated title:
Consumer Based Brand Equity measurement.
Summary:
In this thesis, the value of the Brand Equity of the sports companies Nike, Adidas and Reebok was measured, based on descriptive market research. Convenience sampling was used and the Aaker–Keller hybrid measurement model was applied. Brands create value for the customer and for the business, and their power to influence buyers is based on mental associations and relationships.
Measuring brand value is a challenge, as it is the modern tool for managers and company management, for safer and more efficient decision-making. There is no one measurement model, as the components of the dimensions that make up the measurement model vary among scientists and researchers due to their nature and number. Nike was measured with the highest brand value, with Adidas second and Reebok third. Nike has strengths in recognition and image, while Adidas has loyalty and Reebok is considered the cheapest brand by consumers.
Main subject category:
Social, Political and Economic sciences
Keywords:
Brand equity, brand awareness, brand image.
Number of references:
106
