BRAND PERCEPTION DYNAMICS: A STUDY OF ADIDAS AND NIKE IN CZECH AND SWEDISH CONTEXTS

The aim of this study is to examine and compare the perception of Adidas and Nike brands among Czech and Swedish consumers. A quantitative methodology was employed, utilizing two electronic questionnaires distributed in Czech and Swedish. The study provides insights into consumer preferences, brand awareness, and brand equity perceptions in the two countries. The findings reveal that while both brands enjoy a positive reputation in both nations, Czech consumers demonstrate a slightly stronger preference for these brands compared to their Swedish counterparts, who exhibit a more neutral stance. The results contribute to understanding consumer behavior in different cultural settings and offer practical implications for brand management in the sportswear industry. Overall, this study provides a comprehensive understanding of how Adidas and Nike are perceived in different cultural contexts and offers valuable recommendations for brand management and marketing practices. The findings underscore the importance of considering cultural differences in global marketing strategies to achieve better brand positioning and consumer loyalty.