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The Influence of Adidas’ Brand Image on Customer Attraction and Customer Retention
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1.
Have you ever purchased Adidas products?
Yes
No
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2.
How many times have you purchased Adidas products?
Never
1–2 times
3–5 times
6–10 times
More than 10 times
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3.
What is your gender?
Male
Female
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4.
What is your age?
Under 18
18–25
26–35
36–45
Over 45
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5.
Through which channel do you mainly learn about Adidas?
Offline stores
Social media
E-commerce platforms
Sports events or celebrity endorsements
Recommendations from friends or family
Other
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6.
I think Adidas has a clear and easy-to-understand brand positioning.
Strongly disagree
Strongly agree
1
2
3
4
5
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7.
I can clearly feel that Adidas represents sport, professionalism and fashion.
Strongly disagree
Strongly agree
1
2
3
4
5
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8.
Compared with other sportswear brands, Adidas has distinctive brand characteristics.
Strongly disagree
Strongly agree
1
2
3
4
5
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9.
Adidas’ brand image reduces my concerns when making a purchase decision.
Strongly disagree
Strongly agree
1
2
3
4
5
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10.
Adidas’ brand image attracts me to purchase the brand for the first time or continue purchasing it.
Strongly disagree
Strongly agree
1
2
3
4
5
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11.
I think Adidas products have good quality and attractive design.
Strongly disagree
Strongly agree
1
2
3
4
5
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12.
Adidas’ logo, product design and store image are highly recognizable.
Strongly disagree
Strongly agree
1
2
3
4
5
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13.
I think Adidas pays attention to environmental protection, sustainable development or public welfare activities.
Strongly disagree
Strongly agree
1
2
3
4
5
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14.
Adidas’ corporate social responsibility activities increase my favourable impression of and trust in the brand.
Strongly disagree
Strongly agree
1
2
3
4
5
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15.
I am willing to continue purchasing Adidas products and recommend the brand to others.
Strongly disagree
Strongly agree
1
2
3
4
5
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16.
In your opinion, which aspects should Adidas improve the most?
You may choose more than one option and add your own opinion.
【多选题】
Product prices are too high
Product design is not innovative enough
Product quality or comfort needs improvement
Youth appeal and fashion image are not strong enough
Brand differentiation is not clear enough
Offline store service needs improvement
Online shopping and after-sales service need improvement
Communication about environmental protection, public welfare or social responsibility is not clear enough
Interaction with consumers is insufficient
Other
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The Influence of Adidas’ Brand Image on Customer Attraction and Customer Retention
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