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NIKE CORRE： Generation Y Moves the Running Market

Journal of Sports Science 2016年第5期4卷 300-310页

作者： thiago simao marcondes reis Alessandra Morgado Ramiro de Lima Angelo Maia Cister Federal University of Rio de Janeiro Rio de janeiro 22290 240 Brazil

Focus on customer experience has proven to be one of the most important tools for the acceptance of the message of a brand by Millennials （Generation Y）. The aim of this study is to demonstrate how Generation Y influences, through their behavior and customs, the decisions to be made by the marketing area of companies. In this sense, the study seeks to demonstrate this situation by addressing the running market, which is consistently growing in Brazil and has unexplored niches, as in the case of a group of young runners who belong to Generation Y that called the attention of Nike＇s running segment, and was the focus of this research study. The case study was conducted by the qualitative method, based on an empirical investigation, in addition to a literature review. In this sense, it addressed the emergence of Generation Y, and how was the progress of the media that monitored it during this transition, going through multi-platform advertising. This approach is followed by a study of the running market and the role of Nike in it, how the project emerged and its relationship with Generation Y＇s behavior.

关键词： Generation Y running in Brazil marketing strategy consumer behavior studies Nike Corre.

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