Nike’s branding activity and the secondary market of the sneaker industry

Fejős Dorka Panna (2023) Nike’s branding activity and the secondary market of the sneaker industry. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This paper researches what role branding plays in the footwear market. The investigation aims to assess Nike’s branding strategy and brand image and how these influence the consumer behaviour and shopping decision. The research focuses on Nike’s strategies, and the reselling scene, including every party involved (retailers, resellers, and consumers). In the past few years, the demand for sneakers has grown significantly, enabling a so-called secondary market to form. The footwear market is transforming due to this phenomenon. The primary research includes 2 surveys for quantitative research and 2 interviews for qualitative. The secondary research investigates Nike’s market position, as well as the overall footwear market to conclude which factors influence branding and brand popularity the most. It assesses the marketing and branding strategies, market segmentation and consumer behaviour. The most correlating factors of branding and the secondary market are expected to be brand awareness, trends, and exclusivity, but is heavily influenced by personal preference, as the target audience of sneaker reselling is remarkably niche. Concluding the research, there are some factors heavily influencing consumer behaviour, but different target groups (sneaker fans and average customers) have different preferences and influencing factors, so the customer decision making is easily distinguishable.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	7P model, branding, global marketing, marketing, SWOT analysis
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 18. 11:36
Utolsó módosítás:	2023. Már. 18. 11:36

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