Abstract:This exploratory research aims to identify the mental associations of sports brands among Djiboutian sports practitioners in order to better adapt the marketing strategy in order to position themselves firmly in the sports market. Methodology/Approach: The study used thematic content analysis based on the technique of individual semi-structured interviews that we conducted with sports brands consumers.
Results:The results of the verbatim analyzes made it possible to identify seven main themes regarding the sub… Show more
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