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

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