Η καμπάνια της Nike μέσω κορονοϊού : #STAY_HOME#STAY_SAFE#STAY_ACTIVE

Καραγιάννη, Ζωή

The Nike campaing during the period of the corona virus #STAY_HOME#STAY_SAFE#STAY_ACTIVE

Master Thesis

Author

Καραγιάννη, Ζωή

Date

2024-09

Abstract

This thesis examines Nike's marketing strategies and their impact on consumer behavior and brand loyalty. The research focuses on how Nike maintains its leadership position in the global sportswear market through innovative marketing techniques, storytelling, and strategic partnerships with athletes. The historical evolution of Nike is analyzed, from its founding as Blue Ribbon Sports in 1962 to its establishment as one of the most valuable brands globally, with a value exceeding $30 billion. Key elements of Nike's marketing strategies are explored, such as the integration of digital platforms, innovation in product development, and corporate social responsibility initiatives. Special attention is given to successful campaigns like "Just Do It" and "Air Jordan," which have positioned Nike as a brand synonymous with athletic performance, innovation, and empowerment. Particular reference is made to Nike's campaign during the COVID-19 pandemic, #Stay_Home #Stay_Safe #Stay_Active, which utilized digital media to strengthen consumer loyalty. The theoretical framework is based on consumer behavior models such as the Theory of Reasoned Action, the Theory of Planned Behavior, and Maslow's hierarchy of needs, providing insights into how consumers form attitudes, intentions, and behaviors towards brands. The use of social identity theory by Nike is also examined, highlighting how consumers align with the brand's values, particularly through athlete endorsements and involvement in social issues like equality and the fight against racism. Through a case study, the impact of Nike's marketing on Greek consumers is evaluated, with a focus on brand perceptions, emotional connection, and purchase intentions. The findings suggest that Nike's consistent communication, combined with its commitment to quality, innovation, and social responsibility, continues to drive consumer loyalty and enhance brand value. The study concludes by presenting the challenges Nike faces in maintaining authenticity and ethical practices in a competitive global market, while also proposing directions for future research.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/16918
http://dx.doi.org/10.26267/unipi_dione/4340

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα