Comparing perceived brand positioning through social representations among registered amateur football players

Volume: 10, Issue: 2, Pages: 125 - 145
Published: Mar 13, 2020
Abstract
Purpose The objective of this research is to understand and compare the perceived brand positioning of two football megabrands (Adidas and Nike) for a specific social group, the registered amateur football players in France, using the social representation theory (SRT) as the theoretical framework and the free word associations as the main method. Design/methodology/approach A survey was conducted through face-to-face questionnaire among a...
Paper Details
Title
Comparing perceived brand positioning through social representations among registered amateur football players
Published Date
Mar 13, 2020
Volume
10
Issue
2
Pages
125 - 145
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