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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT
International Peer Reviewed & Refereed Journals, Open Access Journal
ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016
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Impact Factor : 8.76

Issue per Year : 12

Volume Published : 7

Issue Published : 78

Article Submitted : 4554

Article Published : 2142

Total Authors : 5243

Total Reviewer : 661

Total Countries : 73

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Paper Title: Brand Management -An Empirical Study for Reebok
Authors Name: Dr. Mohammad Razi-ur-Rahim , Dr. Priya Dwivedi (Corresponding Author)
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IJNRD_182924
Published Paper Id: IJNRD2209062
Published In: Volume 7 Issue 9, September-2022
DOI:
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.
Keywords: Brand Attitude, Brand Awareness, Brand Reputation, Brand Integrity, Brand Visibility, Brand Performance
Cite Article: "Brand Management -An Empirical Study for Reebok", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.7, Issue 9, page no.537-557, September-2022, Available :http://www.ijnrd.org/papers/IJNRD2209062.pdf
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ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publication Details: Published Paper ID:IJNRD2209062
Registration ID: 182924
Published In: Volume 7 Issue 9, September-2022
DOI (Digital Object Identifier):
Page No: 537-557
Country: Lucknow, UP, India
Research Area: Management
Publisher : IJ Publication
Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2209062
Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2209062
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
Journal Starting Year (ESTD) : 2016

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