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...

• Main Author: Villarroel Puma, Marco (author)
• Other Authors: Carranza Quimi, Wendy (author), Bazurto Marcillo, Mónica (author)
• Format: article
• Language: spa
• Published: 2019
• Subjects: Calidad percibida; lealtad de marca; notoriedad de marca; imagen de marca; Perceived quality; brand loyalty; brand awareness; brand image
• Online Access: https://revistas.uteq.edu.ec/index.php/csye/article/view/295