Nike Literature Review

o Review of Literature for article 10

• Purpose of the study

To build a test model over consumer perception over rebranding with logo changes

• Methodology adopted researchers deployed a field study evaluating two actual retail brands using survey methodology with 406 respondents.

• Findings

Nine of the ten hypotheses of the study receive support.

• Managerial implications brands might elicit other responses from consumers.

• Conclusion

Social enterprises that change their logos stand to benefit in a similar way to for-profit businesses that change their logos.

Article 11:

Cole, C. L., & Hribar, A. (1995). Nike walk‐in baths just wouldn't wash: Stretch the brand – but don't lose the image. Sociology of Sport Journal, 12(4), 347-369.

Article 12:

Doorey, D. J. (2011). Keeping Nike on the right track: The Knight way to manage. Journal of Business Ethics, 103(4), 587-603. o Review of Literature for article 12

• Purpose of the study

To find the strategies used by Nike to keep itself at top in marketing under heavy competition.

• Methodology adopted

Survey has been conducted among 630 peoples to get the brand of trust in shoe industry.

• Findings he key to success obviously lies in finding one that is most appropriate to the organization.

• Managerial implications

Nike CEO has been a reclusive figure for over 40 years, it has not prevented his organization from enjoying phenomenal success.

• Conclusion

Brand is only big when its able to combine consumer power to influence other customers.

Article 13:

Till, B. D., & Busler, M. (1998). Matching products with endorsers: attractiveness versus expertise. Journal of consumer marketing, 15(6), 576-586. o Review of Literature for article 13

• Purpose of the study

Understanding the effectiveness of endorsers is an important issue for both practitioners and academics.

• Methodology

Article 15:

Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Journal of Brand Management, 14(1-2), 74-81. o Review of Literature for article 15

• Purpose of the study

Purpose is to find the formal analysis over the brand new techniques to improve their brand plannings.

• Methodology adopted

The three core dimensions of corporate brand personality and two traits for each dimension that are crucial for marketplace success

• Findings

The most fundamental challenge of management is how to reconcile or address the many potential tradeoffs that can exist in making marketing and other decisions.

• Managerial implications

Brand personality has been defined as the human characteristics or traits that can be attributed to a brand.

• Conclusion

It is important to emphasise that the corporate personality starts with the company's employees.

Article 16:

Hollingum, J. (1996). Quick-change automation for shoe manufacture. Assembly Automation, 16(3), 34-39. o Review of Literature for article 16

• Purpose of the