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Brand wars in cyberspace: a GIS solution

Author

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  • Jakobi, Ákos
  • Lőcsei, Hajnalka

Abstract

In the first sight, it seems to be obvious that Nike, the well-known US sports equipment company, is predominant in Great Britain; however, the European (German) giant, Adidas also happens to be very popular in the country. The duel between the global first and second sportswear companies can be traced back to not just their sales numbers in a bid to gain larger market share, but also to soft factors, such as reputation. The only problem is that reputation can be at best measured by well-organized questionnaire data of population samples, which are sometimes difficult to administer. However, this issue can be also solved by capturing the presence of indirect knowledge about the brands, for example, from the geographically localizable content of cyberspace. The indirect application of digital footprints in scientific analyses has notable examples, in which the conclusions are based on the examination of digital data that have been generated as by-products of socio-economic phenomena.

Suggested Citation

  • Jakobi, Ákos & Lőcsei, Hajnalka, 2017. "Brand wars in cyberspace: a GIS solution," MPRA Paper 76856, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:76856
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    File URL: https://mpra.ub.uni-muenchen.de/76856/1/MPRA_paper_76856.rtf
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    More about this item

    Keywords

    Brand; cyberspace; GIS;
    All these keywords.

    JEL classification:

    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes
    • R12 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Size and Spatial Distributions of Regional Economic Activity; Interregional Trade (economic geography)

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