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Emotional Branding—Identifying the Difference Between Nike and Adidas

In: Global, Regional and Local Perspectives on the Economies of Southeastern Europe

Author

Listed:
  • Alexandra Kammerer

    (MCI Management Center Innsbruck)

  • Thomas Dilger

    (MCI Management Center Innsbruck)

  • Christian Ploder

    (MCI Management Center Innsbruck)

Abstract

Enterprises place their faith in emotional branding to differentiate themselves from competitors and anchor the brand in their customer’s minds. By linking a particular character to the brand, people can feel an emotional attachment. Especially in the sports clothing industry, it is essential to place a strong relationship with customers to add value. For many years, Adidas and Nike have found themselves fighting for their market position in the sports clothing industry. This chapter shows how these two brands represent different personalities based on an empirical study. The authors researched within the German speaking countries, and it is based on 150 questionnaires. Following a short introduction (Sect. 1), a literature review is given in Sect. 2. The empirical study is described in Sect. 4 based on the research question (Sect. 3). All the findings are described in Sect. 5 and are recapitulated in Sect. 6.

Suggested Citation

  • Alexandra Kammerer & Thomas Dilger & Christian Ploder, 2021. "Emotional Branding—Identifying the Difference Between Nike and Adidas," Springer Proceedings in Business and Economics, in: Alexandra Horobet & Lucian Belascu & Persefoni Polychronidou & Anastasios Karasavvoglou (ed.), Global, Regional and Local Perspectives on the Economies of Southeastern Europe, pages 287-297, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-57953-1_18
    DOI: 10.1007/978-3-030-57953-1_18
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