Academic Journal of Business & Management, 2023, 5(21); doi: 10.25236/AJBM.2023.052119.
Xinping Fu, Yujie Ren
Faculty of Innovation and Design, City University of Macao, Macao, 999078, China
This research integrates "Service Design" and "Brand Image" as key frameworks, focusing on the case of Fujian's Yu Bao athletic footwear brand. The study engages with a wide spectrum of respondents, including the brand's design team, management staff, marketers, and consumers. The objective is to generate a service design framework that more accurately caters to the brand's requirements and meets consumers' needs effectively, thereby providing a solid foundation for the future enhancement of the brand image.
Athletic Footwear, Service Design, Brand Image
Xinping Fu, Yujie Ren. Investigating the Corporate Brand Image of Athletic Footwear Companies via Service Design: A Case Study of Yu Bao Footwear Ltd.. Academic Journal of Business & Management (2023) Vol. 5, Issue 21: 127-134. https://doi.org/10.25236/AJBM.2023.052119.
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