Brand image of Nike products among consumer generation Z in Thailand

Abstract

The objective of this research was to study the brand image of Nike products among consumer generation Z in Thailand. Based on the quantitative research approach, two hundred of Nike's current consumers aged between 18 to 25 years old in Thailand, who had purchased/owned Nike’s products before, were asked to complete an online questionnaire to study the brand image. The research findings illustrated that most of Nike's generation Z consumers considered Nike to own a positive brand image. The result of the study in each brand image factor shows that most of the respondents have positive attitude toward Nike whether it is belief, reputation, impression, or emotion factors. Although most of the consumers hold a less favorable emotional perception toward Nike brand compared to their belief, reputation, and impression factor toward Nike brand. Most of Nike's consumers perceived that Nike is a brand for athletes and describe Nike has a personality that distinguishes itself from competitor’s brand, while they recognize Nike among other competing brands, and they are also trust Nike as a brand. It is hoped that this research will provide a better understanding of the Nike brand's image toward Thai consumers.