Paper Title
Brand Management -An Empirical Study for Reebok
Article Identifiers
: Keywords
Brand Attitude, Brand Awareness, Brand Reputation, Brand Integrity, Brand Visibility, Brand Performance
Abstract
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.
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How To Cite (APA)
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
Issue
Volume 7 Issue 9, September-2022
Pages : 537-557
Other Publication Details
Paper Reg. ID: IJNRD_182924
Published Paper Id: IJNRD2209062
Downloads: 000122254
Research Area: Management
Author Type: Indian Author
Country: Lucknow, UP, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2209062.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2209062
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