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Brand Evaluation Using Attributes On Sportswear Adidas And Nike

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... building brand equity, brand loyalty, and brand image. Without stating this explicitly in our advertising, our hope is that bring forth the key attributes of the brand, which is described as critical for marketing strategies. This is where attributes that matters, and not the attributes existing independently. A global strategy could be defined in the same attributes that matters, and not the attributes existing independently. A global strategy could be defined in the same So, recognizable packaging, tied to promotion of the brand and its benefits/attributes, is essential in selling a ...



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Sources list for BRAND EVALUATION USING ATTRIBUTES ON SPORTSWEAR ADIDAS AND NIKE:

Park, C.W., Milberg, S., & Lawson, R. (1991). "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency", Journal of Consumer Research, Vol. 18, September, pp. 185-193.
Marketing and Branding

Milewicz, J. & Herbig. P. (1994). "Evaluating the Brand Extension Decision Using a Model of Reputation Building", Journal of Product and Brand Management, Vol. 3, No. 1, pp. 39-47.
Marketing and Branding

Weitz, B. A. (1991). "Role of Product Knowledge in Evaluation of Brand Extension.", Advances in Consumer Research, Vol. 18, Issue 1., pp. 407-413.
Marketing and Branding

Keller, K. 2003, 'Consumer Evaluations of Brand Extensions,' Journal of Marketing, vol. 54, no.1, pp. 27-41.
Internationalization of Branding

Aaker, D.A. &Keller, K.L. 1990. Consumer Evaluations of Brand Extensions. Journal of Marketing, 54 (1), 27-41.
Brand Extension in the Food Industry

 

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