A comparative study of brand equity's dimentions in sports top brands: An inquiry on Nike, Adidas and Puma sports brands

Brand equity provides marginal utility of a product that creates by the brand. One main reason for the importance of brand equity, is its strategic role in gaining competitive advantage at the market. The purpose of this study is a comparison of the value for sport’s brands of Nike, Adidas and Puma,based on customer preference. Data was collected in order to developing appropriate marketing strategies to be used for enhanceing brand equity. A sample survey was conducted among 384 customers of each sport brands of Nike, Adidas and Puma in city of Rasht. We used the statistical analysis software of structural equations modeling ‘LISREL 8.5’ to test the hypothesis. The results showed a positive and significant effect of brand association, brand awareness, brand loyalty and brand image, on brand equity of Nike,Adidas and Puma.The results also showed that brand loyalty for Nike and Adidas and brand image for Puma had the highest impact on brand equity