Adidas BrAdidas Brand Capital no mercado de Quevedo e suas áreas de influênciaand Capital in the Quevedo Market and its Areas of Influence

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...

• Tác giả chính: Villarroel Puma, Marco (author)
• Tác giả khác: Carranza Quimi, Wendy (author), Bazurto Marcillo, Mónica (author)
• Định dạng: article
• Ngôn ngữ: spa
• Được phát hành: 2019
• Những chủ đề: Calidad percibida; lealtad de marca; notoriedad de marca; imagen de marca; Perceived quality; brand loyalty; brand awareness; brand image
• Truy cập trực tuyến: https://revistas.uteq.edu.ec/index.php/csye/article/view/295