Creating Customer-based Brand Equity

Sports events are growing globally increasing the opportunities for show manufacturers to increase market share and revenues (Freeman, 2014). As per Bainbridge, (2012)global athletic footwear market will continue to grow as the retail culture is growing. Innovative and athletic footwear have become the major attraction for the consumers plus the marketing tactics used by the shoe manufacturers has also increased the interest of the buyers. Statistica.com, (2014) presents figures/stats indicating that UK athletic footwear market is saturated yet growing at a steady pace therefore; it becomes equally important for the manufacturers to choose their marketing communication tactics intelligently in order to stand out among the other competitors.

Brand equity is a well-known concept in marketing and business management studies which greatly resolves around the end consumer (Chieng& Lee, 2011).According to Hsu, Oh&Assaf, (2012)Consumer-based brand equity is widely accepted and renowned model suggested by Keller, is focused on making consXs feel the product in order to have a strong brand. This dissertation has taken athletic footwear in UK as an example to understand the effect of marketing/promotional activities in shaping customer-based brand equity.