How is brand co-creation developing at Adidas? Exploration focusing on the running consumers and managers working in the business Unit Running at Adidas

Detalhes bibliográficos
Autor(a) principal: Metzner, Yasmine
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/39715
Resumo: In the context of co-creation, this work project investigated on the development of brand cocreation within the business unit running at Adidas by analysing the relationship between running consumers and managers working in this department. After reviewing current theories on co-creation, brand identity and brand image, the result of this research shows that there is only brand co-creation at Adidas when the brand image is unfavourable. The initially high degree of brand co-creation and consumer involvement has shrunk to a minimum over time and now the most valuable consumer feedback is disregarded by the managers.
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spelling How is brand co-creation developing at Adidas? Exploration focusing on the running consumers and managers working in the business Unit Running at AdidasCo-creationBrand identityBrand imageBrand issuesDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn the context of co-creation, this work project investigated on the development of brand cocreation within the business unit running at Adidas by analysing the relationship between running consumers and managers working in this department. After reviewing current theories on co-creation, brand identity and brand image, the result of this research shows that there is only brand co-creation at Adidas when the brand image is unfavourable. The initially high degree of brand co-creation and consumer involvement has shrunk to a minimum over time and now the most valuable consumer feedback is disregarded by the managers.Silveira, Catherine daRUNMetzner, Yasmine2021-01-20T01:30:25Z2018-01-202018-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/39715TID:201863618enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:21:49Zoai:run.unl.pt:10362/39715Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:31:10.426250Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How is brand co-creation developing at Adidas? Exploration focusing on the running consumers and managers working in the business Unit Running at Adidas
title How is brand co-creation developing at Adidas? Exploration focusing on the running consumers and managers working in the business Unit Running at Adidas
spellingShingle How is brand co-creation developing at Adidas? Exploration focusing on the running consumers and managers working in the business Unit Running at Adidas
Metzner, Yasmine
Co-creation
Brand identity
Brand image
Brand issues
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How is brand co-creation developing at Adidas? Exploration focusing on the running consumers and managers working in the business Unit Running at Adidas
title_full How is brand co-creation developing at Adidas? Exploration focusing on the running consumers and managers working in the business Unit Running at Adidas
title_fullStr How is brand co-creation developing at Adidas? Exploration focusing on the running consumers and managers working in the business Unit Running at Adidas
title_full_unstemmed How is brand co-creation developing at Adidas? Exploration focusing on the running consumers and managers working in the business Unit Running at Adidas
title_sort How is brand co-creation developing at Adidas? Exploration focusing on the running consumers and managers working in the business Unit Running at Adidas
author Metzner, Yasmine
author_facet Metzner, Yasmine
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Metzner, Yasmine
dc.subject.por.fl_str_mv Co-creation
Brand identity
Brand image
Brand issues
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Co-creation
Brand identity
Brand image
Brand issues
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description In the context of co-creation, this work project investigated on the development of brand cocreation within the business unit running at Adidas by analysing the relationship between running consumers and managers working in this department. After reviewing current theories on co-creation, brand identity and brand image, the result of this research shows that there is only brand co-creation at Adidas when the brand image is unfavourable. The initially high degree of brand co-creation and consumer involvement has shrunk to a minimum over time and now the most valuable consumer feedback is disregarded by the managers.
publishDate 2018
dc.date.none.fl_str_mv 2018-01-20
2018-01-20T00:00:00Z
2021-01-20T01:30:25Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/39715
TID:201863618
url http://hdl.handle.net/10362/39715
identifier_str_mv TID:201863618
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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