Business Studies

Business Studies

Is self-esteem important to marketing literature? Branding perspective from Nike’s Sport Wear Industry in DE/USA

Pages: 20  ,  Volume: 43  ,  Issue: 1 , December   2019
Received: 28 Dec 2019  ,  Published: 07 January 2020
Views: 231  ,  Download: 19


# Author Name



The purpose of the present study was to determine the impact of variables which create a special value for sport brands like the Nike brand. In other words, the research sought to answer the question of whether customer self-esteem was important for marketing literature. How can it be improved? In addition, for the first time, we examine the relationship between self-esteem and brand addiction in marketing literature. The research method is descriptive-analytical and the research is applied in terms of purpose, which is done by using library studies and field studies from the interview and filling in the questionnaire. The statistical population of the study is 240 of Nike trainers, athletes, customers and sellers in DE. Smart PLS software was used for modeling structural equations and hypothesis testing. The research findings showed that brand attachment has a positive and significant effect on brand love. Brand trust has a positive and significant effect on brand love. Brand love has a positive and significant effect on brand addiction. Brand addiction has a positive and significant effect on consumer self-esteem and also, brand attachment has a positive and significant effect on consumer self-esteem. This paper highlights that brand attachment not only influences the Brand Trust, Brand Love and Self-esteem, but also on negative behaviors, such as Brand Addiction.


Keywords: Self-esteem, Brand Attachment, Trust, Brand Love, Brand Addiction, smart PLS.


  • Trust
  • smart PLS
  • Self-esteem
  • Brand Attachment
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