ANALYSIS OF CONSUMER-BRAND IDENTIFICATION’S ANTECEDENTS EFFECT ON CONSUMER RESPONSE: BRAND EXTENSION CASE STUDY: ADIDAS, NIKE AND REEBOK SPORT SHOES

ANALYSIS OF CONSUMER-BRAND IDENTIFICATION’S ANTECEDENTS EFFECT ON CONSUMER RESPONSE: BRAND EXTENSION CASE STUDY: ADIDAS, NIKE AND REEBOK SPORT SHOES

Adidas, Nike and Reebok are the three names on top of the global sportswear market. With their brand name, Adidas, Nike and Reebok are able to develop a product diversification strategy accepted by global market. Brand as one of the most valuable asset of a firm has the ability to communicate inform...

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Bibliographic Details
Main Author: MAULANA SYAMSURI (NIM : 23411025); , ANDANG
Format: Theses
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/17925
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Institution: Institut Teknologi Bandung
Language: Indonesia

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https://digilib.itb.ac.id/gdl/view/17925

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