Brand Management -An Empirical Study for Reebok

Registration ID: IJNRD_182924

Published ID: IJNRD2209062

DOI: Click Here to Get

Dr. Mohammad Razi-ur-Rahim , Dr. Priya Dwivedi (Corresponding Author)

Brand Attitude, Brand Awareness, Brand Reputation, Brand Integrity, Brand Visibility, Brand Performance

Purpose - In today's environment, it is becoming increasingly difficult for businesses to quickly generate new ideas and innovations in order to gain a competitive advantage and remain sustainable. Under such a scenario, the study explores the influence of variables like brand awareness, brand integrity, brand attitude, brand visibility, and brand reputation on brand performance as well as keeping in mind how these will contribute to the brand's long-term suitability. The influence of each variable is investigated by means of direct and intervening testing through which a model is being constructed so that the study provides managerial as well as theoretical implications. Design/methodology/approach: The e-survey method for the research was constructed. The sampling method used is purposive snowball sampling. The survey was conducted in Kolkata, India in the year 2020-2021. The study involved 428 samples of Reebok product users who took active participation in the online e – survey. In order to measure the parameters based on the dimensions, Smart PLS software was used. The study is the development of Mashur Razak and Pantea Foroudi's research. The study tests Foroudi’s as well Razak’s variables for the development and sustainability of the brand. Findings: A conceptual framework was constructed. Direct as well as intervening tests were carried out to investigate the relevance of each variable. Of the hypothesis constructed, ten (10) hypotheses had significant influence. Brand visibility and brand integrity affect brand performance. Value: The relevance of each variable on brand performance through direct as well as the intervening test was investigated. The influence of new variables like brand integrity and brand visibility on brand performance was known and further assisted.

Published Paper   E-Certificate

Dr. Mohammad Razi-ur-Rahim & Dr. Priya Dwivedi (Corresponding Author) (September-2022). Brand Management -An Empirical Study for Reebok. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 7(9), 537-557. https://ijnrd.org/papers/IJNRD2209062.pdf

Volume 7 Issue 9, September-2022

Pages : 537-557

Paper Reg. ID: IJNRD_182924

Published Paper Id: IJNRD2209062

Downloads: 000121990

Research Area: Management

Country: Lucknow, UP, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2209062.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2209062

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

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