Excerpt
Table of Contents
Introduction
Market Environment
Decathlon
Main Competitors
Nike
Adidas
Sport Zone
Brand exploratory
Methodology
Brand Salience
Brand Performance
Brand Imagery
Brand judgements
Brand feelings
Brand relationship: Resonance
Points of parity (POP) and Points of difference (POD)
Findings
Conclusions and Recommendations
Limitations
REFERENCES
Table of pictures and figures
Appendix
APPENDIX 1 - Demographics
APPENDIX 2 - Perceived Brand Knowledge and Occasions for Buying
APPENDIX 3
APPENDIX 4 - In-depth interview questions
APPENDIX 5 - Survey - Sportswear & Sports equipment brands
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- Benyi Heider (Author)Daniela Martins (Author)Ivana Cizmar (Author)Miguel Loures (Author)Rita Barakat (Author), 2016, Brand management. Measuring the brand equity of Decathlon in Portugal, Munich, GRIN Verlag, https://www.grin.com/document/354882
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