The Impact of Brand Equity Dimensions on Consumer Purchase Behavior in International Sports Shoe Industry on Emerging Markets: the Case of Nike and Adidas in India

Student: Jadhav Akshay ashok

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

There is inherent need for each company to establish the position of its brands on the market by using positioning strategies, but it is also necessary to evaluate its consumer-based brand equity as it is the consumers who contribute to its market position. We investigated which dimension of brand equity: brand awareness/associations, perceived quality and brand loyalty have a higher contributory effect to the consumer-based brand equity of the firm in Indian market. KEY WORDS: Consumer-Based Brand Equity, Brand Awareness, Brand Associations, Perceived Quality, Brand Loyalty.

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