O efeito do brand equity e do desconto percebido nas vendas de sporting goods em outlet centers no Brasil

Abstract

The increase of Outlet Centers importance at the retail scenario has brought the need of more knowledge about how the Sporting Goods brands present in these enterprises seek to obtain a greater competitive advantage over their rivals. These retailers can benefit by becoming aware of their Brand Equity performance, by affecting or being affected by consumers' perceived discount on their prices. Through a field research carried out in four Rede Outlet Premium malls, it was possible to identify that different brands in this segment present a varied result of Brand Equity according to the market in which they achieve, at the same time their discount policies position each brand in different quadrants of evaluation. Finally, the correlation of the Brand Equity and Perceived Discount variables can influence the Sales per Square Meter verified by the brands studied. The presentation of the research through this dissertation both fortifies this concept, and also allows the evaluation of the demographic and behavioral indicators of the consumers researched, resulting in relevant information for the sector, drawing scientific outlines on items that are very little researched or until then only empirically conceptualized.