CUSTOMER BENCHMARKING ANALYSIS ON BRAND IMAGE FORMATION IN BRAND NIKE

doi:10.25139/sng.v8i2.1005

Skip to main content Skip to main navigation menu Skip to site footer

CUSTOMER BENCHMARKING ANALYSIS ON BRAND IMAGE FORMATION IN BRAND NIKE

Airlangga University

https://doi.org/10.25139/sng.v8i2.1005

Abstract views: 3015 ,

PDF downloads: 1283

KUESIONER downloads: 0

TABULASI DATA downloads: 0

STATISTIK DESKRIPTIF downloads: 0

VALIDITAS DAN RELIABILITAS downloads: 0

Uji asumsi klasik downloads: 0

PEMBUKTIAN HIPOTESIS downloads: 0

Keywords: Brand identity, brand awareness, brand image, customer benchmarking, Nike

Abstract

This study aims to analyze customer benchmarking through the effect of brand identity to the formation of brand image on the Nike brand through brand awareness. Samples were selected from respondents from athletes athletics, aquatic, football, basketball, and coaches in each branch, as well as those who have an awareness exercise encountered by researchers in the area of GOR Surabaya Koni and sports clubs in East Java. Data collection techniques using primary data by distributing questionnaires to the respondents. Data were analyzed using SPSS version 23.0 with path analysis. The results of this study indicate that the brand identity and brand awareness proven effect on simultaneously on the brand image of the Brand Nike. When viewed from the direct influence, brand identity diclared effect on brand awareness, and brand awareness is evident influence on brand image. Meanwhile, if viewed from the indirect effect, stated that the brand identity can not affect the brand image through brand awareness. Limitations in this research is the study population used is limited to several sports clubs in East Java is the target population.

Author Biography

, Airlangga University

Rhegie Nastiti Ayungga from Faculty Economic and Business, Airlangga University

References

Aaker, David. A., McLoughin, Damien. Strategic Market Management: Global Perspectives. United Kingdom: John Wiley. 2009.
Christanti, SA. Analysis of Effect of Brand Identity, Product Quality and Brand Ambassadors Repurchase Decision Against Consumer Cosmetic Products In Surakarta. (Doctoral dissertation, University of Muhammadiyah Surakarta). 2017.
Elbedweihy, AM, Jayawardhena, C., Elsharnouby, MH, & Elsharnouby, TH. Customer Relationship Building: The Role Of Brand And Consumer-Brand Attractiveness Identification. Journal of Business Research, 2016, Vol 69 (8), 2901-2910.
Hendrajati, A. Influence Of Brand Identity Brand Loyalty Through Brand image and Brand Trust Yamaha. (Doctoral dissertation, Faculty of Economics). 2016.
Jill Ross Rod Harradine. Fashion Value Brands: The Relationship Between Identity And Image. Journal of Fashion Marketing and Management: An International Journal, 2011, Vol. 15 Iss 3 pp. 306-325.
JN Kapferer.The New Strategic Brand Management. London: Kogan Page. 2004.
Kertajaya, Hermawan. New Wave Marketing. Jakarta. Gramedia Pustaka Utama. 2011.
Kotler, P., and Keller, KL.Global Marketing Management 14Edition. Harlow: Pearson Education Limited. 2012.
Ghozali, Imam. Multivariate Analysis Application With The Fourth Edition Of The SPSS Program. Diponegoro University. New Jersey: International Inc. 2010.
Grand View Research. (April 2018). Athletic Footwear Market Size, Share, & Trends Analysis Report By Category (Running Shoes, Sports Shoes, Aerobic Shoes, Walking Shoes, Trekking Shoes), By Gender, By Retail Channel, Segment And Forecasts, 2018 - 2025. Retrieved May 20, 2018, Available : https://www.grandviewresearch.com/industry-analysis/athletic-footwear-market
Pouromid, B. and Iranzadeh, S. The Evaluation Of The Factors Affects On The Brand Equity Of Pars Khazar Household Appliances Based On The Vision Of Female Consumer. Middle-East Journal of Scientific Research, 2012, Vol. 12, No. 8, pp. 1050-1055.
Sasmita, J., & Mohd Suki, N. Young Consumers' Insights On Brand Equity: Effects Of Brand Association, Brand Loyalty, Brand awareness, And Brand Image. International Journal of Retail & Distribution Management, 2015, Vol 43 (3), 276-292.
Sugiyono. Educational Research Methods Quantitative Approach, Qualitative and R & D. Bandung: Alfabeta. 2012.
Wilson, LM, & Khasanah, I. Influence Analysis of Product, Price Perceptions and Purchase Decision Against Brand Image Brand Nike Sport Shoes in Semarang. (Doctoral dissertation, Faculty of Economics and Business). 2012.
Wheeler, A. Designing Brand Identity. New Jersey: John Wiley & Sons, Inc. 2013.

Published

2018-09-27

Issue

Vol. 8 No. 2 (2018)

Section

Articles

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.