Emotional Branding—Identifying the Difference Between Nike and Adidas

Alexandra Kammerer (), Thomas Dilger () and Christian Ploder ()
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Alexandra Kammerer: MCI Management Center Innsbruck
Thomas Dilger: MCI Management Center Innsbruck
Christian Ploder: MCI Management Center Innsbruck

A chapter in Global, Regional and Local Perspectives on the Economies of Southeastern Europe, 2021, pp 287-297 from Springer

Abstract: Abstract Enterprises place their faith in emotional branding to differentiate themselves from competitors and anchor the brand in their customer’s minds. By linking a particular character to the brand, people can feel an emotional attachment. Especially in the sports clothing industry, it is essential to place a strong relationship with customers to add value. For many years, Adidas and Nike have found themselves fighting for their market position in the sports clothing industry. This chapter shows how these two brands represent different personalities based on an empirical study. The authors researched within the German speaking countries, and it is based on 150 questionnaires. Following a short introduction (Sect. 1), a literature review is given in Sect. 2. The empirical study is described in Sect. 4 based on the research question (Sect. 3). All the findings are described in Sect. 5 and are recapitulated in Sect. 6.

Keywords: Emotional Branding; Brand Personality; Empirical Study; Sports Clothing Industry (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-57953-1_18

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DOI: 10.1007/978-3-030-57953-1_18

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