Merchandising/Marketing/Retailing: Management

A Social Network Analysis of Consumers’ Perceived Brand Positions in the Running Shoes Market

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Abstract

Despite the slightly downturn in the footwear market due to weak economic performance in the US, the sales of running shoes gains steadily to $2.46 billion in 2011(Running USA, 2012) . However, increased intensity of competition in this section leads to more homogeneous products. Products targeting the same needs or competing on the same attributes decrease the profitability of the market as well as of each player (Porter, 1979). Therefore, branding strategies aiming at establishing a unique brand position in the market is crucial for all the brands in the running shoes market.

Keywords: Perceived Brand Position; Social Network Analysis; Text Mining; Running Shoes

How to Cite:

Chen, Y. & Xu, Y., (2013) “A Social Network Analysis of Consumers’ Perceived Brand Positions in the Running Shoes Market”, International Textile and Apparel Association Annual Conference Proceedings 70(1).