Explore The Brand Relationship Between Fans And NIKE From Perspective Of Brand Identity Evolution
Date Issued
2007
Date
2007
Author(s)
Kao, Chen-Che
DOI
zh-TW
Abstract
In order to understand the brand relationship between fans and NIKE, this research employed the brand personality and the brand identity to explore the reason why fans stand for NIKE abidingly and why they faded out in the process. The research included a series of semi-structured in-depth personal interviews with fifteen NIKE fans. After analyzing the data through hermeneutic method, the researcher found that fashion was a key variable to influence the brand relationship between fans and NIKE, and it could be used to divide the process to three stages .
Because some personalities of NIKE were equal to interviewers, they became NIKE fans. “The outer brand identity” would be influenced by fashion, and it would be fade away when fashion ebbed. If fans had more comprehensive interaction with NIKE, “the inner brand identity” would arise, and it would not be influenced by fashion. This research discovered six brand relationships after referring to the theory of Fournier(1998) : “High intimacy courtships”, “Low intimacy courtships”, “Best friendships”, “High intimacy courtships with memory”, “Low intimacy courtships without memory”, and “committed partnerships with memory”. As a result of considering time factor, the brand relationships would not be fixed in one type.
The recommendations of the research is that NIKE can consider two marketing strategy, that is, the fashion-oriented and the sport-oriented strategy. To be different from other sports brands, the fashion-oriented strategy can attract fashion-lover. The sport-oriented strategy will notify consumers that the quality of the product, and it can be contributive to cultivate the inner brand identity.
Subjects
品牌
品牌個性
品牌認同
品牌關係
流行
質性研究
Brand
Brand personality
Brand identity
Brand relationship
Fashion
Type
thesis
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