Study of the brand equity of Reebok in the Ecuadorian market

被引：0

作者：

Villarroel Puma, Marco Fernando ^{[1
]}

Carranza Quimi, Wendy Diana ^{[1
]}

Ballesteros Ballesteros, Erika Yessenia ^{[2
]}

Aspiazu Zuniga, Gloria Janeth ^{[3
]}

Vinces Pacheco, Maria Alejandra ^{[3
]}

机构：

[1] Univ Tecn Estatal Quevedo, UED, Quevedo, Ecuador

[2] Univ Tecn Estatal Quevedo, Fac Ciencias Empresariales, Quevedo, Ecuador

[3] Univ Tecn Estatal Quevedo, Carrera Mkt, Unidad Estudios Distancia, Quevedo, Ecuador

来源：

DILEMAS CONTEMPORANEOS-EDUCACION POLITICA Y VALORES | 2018年 / 6卷

关键词：

brand capital; quality; loyalty; notoriety; image;

D O I：

暂无

中图分类号：

G40 [教育学];

学科分类号：

040101 ; 120403 ;

摘要：

In this article, a study of the brand capital of the Reebok sports brand in the Ecuadorian market is carried out. The objective was to research the perception that consumers have about perceived quality, loyalty, notoriety and image. The survey was applied to a sample of 266 consumers over 18 years of Quevedo and its areas of influence. The results show that consumers perceive it as a high quality product, maintaining high loyalty, high notoriety and a very good image.

引用

页数：13

共 50 条

[1] A Study of Brand Equity in a Commodity Market
Morrison, Mark
Eastburn, Mark
AUSTRALASIAN MARKETING JOURNAL, 2006, 14 (01): : 62 - 78
[2] Market brand equity: lost in terminology and techniques?
Schultz, Don
JOURNAL OF PRODUCT AND BRAND MANAGEMENT, 2016, 25 (06): : 507 - 515
[3] Brand equity in the business-to-business market
Bendixen, M
Bukasa, KA
Abratt, R
INDUSTRIAL MARKETING MANAGEMENT, 2004, 33 (05) : 371 - 380
[4] A new market brand equity model (MBE)
Shuv-Ami, Avichai
EUROMED JOURNAL OF BUSINESS, 2016, 11 (03) : 322 - 346
[5] Creating brand equity in the Chinese clothing market The effect of selected marketing activities on brand equity dimensions
Tong, Xiao
Hawley, Jana M.
JOURNAL OF FASHION MARKETING AND MANAGEMENT, 2009, 13 (04) : 566 - +
[6] The mind versus market share guide to brand equity
Baker, C
Nancarrow, C
Tinson, J
INTERNATIONAL JOURNAL OF MARKET RESEARCH, 2005, 47 (05) : 525 - 542
[7] The Influence of Market Orientation, Brand Equity on SMEs Performances
Murjan, Azmi Amat
Salleh, Salniza Md
PROCEEDINGS OF KNOWLEDGE MANAGEMENT INTERNATIONAL CONFERENCE (KMICE) 2012, 2012, : 399 - 405
[8] How brand awareness relates to market outcome, brand equity, and the marketing mix
Huang, Rong
Sarigoellue, Ernine
JOURNAL OF BUSINESS RESEARCH, 2012, 65 (01) : 92 - 99
[9] Media mix elements affecting brand equity: A study of the Indian passenger car market
Chattopadhyay, Tanmay
Dutta, Rudrendu Narayan
Sivani, Shradha
IIMB MANAGEMENT REVIEW, 2010, 22 (04) : 173 - 185
[10] Relating brand equity and customer equity An exploratory study
Romero, Jaime
Jesus Yague, Maria
INTERNATIONAL JOURNAL OF MARKET RESEARCH, 2015, 57 (04) : 631 - 651

← 1 2 3 4 5 →