Adidas BrAdidas Brand Capital no mercado de Quevedo e suas áreas de influênciaand Capital in the Quevedo Market and its Areas of Influence
DOI:
https://doi.org/10.18779/csye.v3i2.295Keywords:
Perceived quality, brand loyalty, brand awareness, brand imageAbstract
The objective of this article is to know how the perceived quality, loyalty, notoriety and image of the Adidas sports brand influence the generation of its brand capital in the Quevedo market and its areas of influence. The survey was applied to a sample of 266 Adidas brand consumers, between 20 and 50 years of age, in the Quevedo market and its areas of influence. The statistical software SPSS was used to interpret the data. 65% of consumers of the Adidas brand consider it as a high quality product, 55% are considered loyal to the brand, 83% easily recognize the brand among other brands in the market and 55% consider it a Brand with powerful image. The results show that the Adidas brand is perceived by local consumers as a high quality product that generates satisfaction, brand loyalty and represents the first purchase option among its consumers.
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