Brand Loyalty Of Sneaker Brands Shoes Toward The Brand Adidas

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Chapter 2
Literature Review The review of related literature would focus mostly on journals that would help establish the main focus of this study. It would help enhance the knowledge being known already by the people when it comes to the brand loyalty of sneaker heads or people who loves shoes towards the brand Adidas. The researchers have identified specific factors that are important in building up this study.

Brand Loyalty Based on Miller, Washington (2015-2016) millennial tends to buy more what is on trend. If you want your business to entirely thrive you have to make sure that you can adapt to that type of system. You have to know what is trending in this point of time and you must adjust to it. You must also establish your social …show more content…

Sportswear including sports jacket, footwear, shorts, caps and many other types of apparel is very common nowadays because many people have been wearing them for quite some time. Any interna-tional sportswear brands could learn from the worldwide leading sportswear brands, such as Nike and Adidas, and build brand loyalty for the customers with the same quality as the best sportswear. The researcher believe if many sportswear brand could learn from the factors influencing brand loyalty towards sportswear, any sportswear brand could build the brand loyalty in big cities by separating the 7 main factors building the brand loyalty toward a sportswear brands, such as Product Quality (PQ), Style (ST), Brand Name (BN), Store Environment (SE), Service Quality (SQ), Sales Promotion (SP), Price (PR) with the Brand Loyalty (BL) …show more content…

according to Lawrence, Gregory (2015) Nike uses the value-based pricing strategy to ensure growth in its sales and profits. This element of the marketing mix identifies the prices the company applies to maximize profits while attracting the desired share of the market. In using the value-based pricing strategy, Nike Inc. considers consumer perception about the value of its products. This value is used to determine the maximum price consumers are willing pay in buying the company’s sports shoes, apparel and equipment. In 2014, the company successfully increased its selling prices and generated higher sales and revenues. This trend continues, as the firm enjoys increasing sales revenues while gradually increasing its prices. Based on this element of the marketing mix, Nike Inc. successfully uses the value-based pricing strategy to maximize its profits while emphasizing the high value of its

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