Abstract:
The research was intended to compare Nike with Adidas in terms of cultural dimensions
in advertisements, customers’ perceptions of its brand image and performance. Using a
descriptive research design the study used the survey method, to determine the
perceptions of 100 customers regarding the brand image, and textual analysis for selected
advertisements of both brands from the period of2007-2008. The textual analysis was
done using the three cultural dimensions of Hofstede that can be related to consumer
behavior. The annual sales was determined from the financial statements filed by the
companies of the brands to the SEC. Commercials that were selected for Nike featured a
variety of endorsers while Adidas featured a common central ideawhich was about being
part of a team. It was concluded that the Nike and Adidas have similarities and
differences in terms of three aspects: In terms of brand image, based on the perception of
the customers of both brands, Nike has a sensory brand image as compared to Adidas
which has a social brand image. In the cultural dimensions evident in advertisements,
collectivism vs. individualism was evident in the commercials of Nike and Adidas. But
Nike has focused more on the individualism aspect while Adidas concentrated on the
collectivism side. Based on annual sales, Nike has performed better than Adidas in terms
of selling more products. The researcher recommend that further studies could opt to
consider the regional socioeconomic conditions and the different marketing strategies
used by a brand that could also affect its performance.
