JavaScript is disabled for your browser. Some features of this site may not work without it.
  • About K
  • Academics
  • Admission
  • Alumni Relations
  • Giving to K
  • News & Events
  • Student Life
  • HORNET HIVE
  • ATHLETICS
  • SITEMAP
  • WEBMAIL
    • Login
    View Item 
    •   CACHE Homepage
    • Academic Departments, Programs, and SIPs
    • Economics and Business
    • Economics and Business Senior Integrated Projects
    • View Item
    •   CACHE Homepage
    • Academic Departments, Programs, and SIPs
    • Economics and Business
    • Economics and Business Senior Integrated Projects
    • View Item

    Impact of Nike Inc.'s Utilization of Social Issues in Their Marketing Strategy on Brand Equity, Brand Image, and Brand Loyalty

    Thumbnail
    View/Open
    Searchable PDF/Kalamazoo College Only (2.544Mb)
    Date
    2019
    Author
    Gausselin, Brendan
    Metadata
    Show full item record
    Abstract
    The purpose of this study is to analyze the impact of Nike's utilization of social issues in their marketing strategy on their brand equity, brand image, and brand loyalty. In order to do this, the researcher utilized Nike's Colin Kaepemick campaign, centered around the ideas of racial equality and Kaepemick's actions that ultimately led to his unemployment from the National Football League. The variables tested in this study were subjected around brand equity, brand image, and brand loyalty and were consumer purchasing history, initial and current reactions to the Kaepemick campaign, and consumers agreement with social marketing strategies. Lastly, each respondent was given a brand trust score based on their responses to three questions regarding their trust in the Nike brand. An electronic survey was distributed to consumers 18+ years of age, and then the respondents were sorted by age into two groups. Respondents age 35 and younger were classified as millennials, while respondents older than 35 were separated into an alternate group. The purpose of this was to analyze the generational differences in the sample. Of the ·154 respondents, 59% were categorized as millennials and 41% were not. A total of five Ordinary Least Squares (OLS) Regression tests were conducted at the .05 significance level, with the null hypothesis that age would have the best significant in1pact of all the dependent variables, and that the Millennia! generation would positively respond to Nike's social issue marketing strategy while individuals over the age of 35 would have a more negative response. These regressions indicated the following: 1) there are highly statistical significant correlations. between age and all of the dependent variables (purchasing history, initial and current reactions to the campaign, brand trust, and social marketing agreement), 2) there is a statistically significant correlation to ethnicity and social marketing agreement, 3) there is statistically significant correlation to gender and initial and current reactions to the campaign, as well as social marketing agreement, and 4) there is statistically significant correlation between consumer athletic level and purchasing history and brand trust. These results illustrate the impact that Nike's utilization of social issues in their marketing strategy have had on their brand.
    URI
    https://cache.kzoo.edu/handle/10920/37614
    Collections
    • Economics and Business Senior Integrated Projects [1199]

    Related items

    Showing items related by title, author, creator and subject.

    • Thumbnail

      The Impact of Nike Inc.’s Utilization of Sustainable Business Practices in Their Marketing Strategy on Brand Equity, Brand Image and Brand Loyalty 

      Dupree, Alex R. (2020-12-01)
      The purpose of this study was to determine how impactful Nike’s use of social cause marketing, more importantly sustainability marketing was on Nike’s brand equity, brand image, brand loyalty. To analyze this impact, the ...
    • Thumbnail

      Brand Equity in American Business: The Pressure to Produce Short Run Success and Its Impact on Growth and Maintenance of Brand Equity and Kellogg company Global Marketing Department 

      Johnson, James M (1993)
      Kellogg is the number one cereal company in the world and is also number one in other categories: in the frozen pie industry, and convenience foods. My internship with the Kellogg Company began on September 8th, 1992 and ...
    • Thumbnail

      The Improvement of Brand Equity, Awareness, and Loyalty: A Strategic Marketing Plan for Brand Development in the Automotive Aftermarket 

      Shaheen, Anthony J. (2014)
      This paper presents a strategic marketing and advertising plan that aims to help Federal-Mogul Motorparts develop brand equity, awareness, and loyalty in the North American automotive aftermarket. The automotive aftermarket ...

    Browse

    All of CACHECommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    Login

    DSpace software copyright © 2002-2023  DuraSpace
    DSpace Express is a service operated by 
    Atmire NV
    Logo

    Kalamazoo College
    1200 Academy Street
    Kalamazoo Michigan 49006-3295
    USA
    Info 269-337-7000
    Admission 1-800-253-3602

    About K
    Academics
    Admission
    Alumni Relations
    Giving to K
    News & Events
    Student Life
    Sitemap
    Map & Directions
    Contacts
    Directories
    Nondiscrimination Policy
    Consumer Information
    Official disclaimer
    Search this site


    Academic Calendars
    Apply
    Bookstore
    Crisis Response
    Employment
    Library
    Registrar
    DSpace Express is a service operated by 
    Atmire NV