2022, Vol. 9, Issue 5, Part B

Objective: This exploratory research aims to identify the mental associations of sports brands among Djiboutian sports practitioners in order to better adapt the marketing strategy in order to position themselves firmly in the sports market.

Methodology/Approach: The study used thematic content analysis based on the technique of individual semi-structured interviews that we conducted with sports brands consumers.

Results: The results of the verbatim analyzes made it possible to identify seven main themes regarding the subject of sports brands. The complementary results concerning the impact of age show that two themes are stable at all age levels, three themes increase with age and two themes decrease with age.

Practical implications: The information from the mental associations of sports brands among sports enthusiasts, consumers of the brands reveal (to marketers) on which dimensions to position themselves the most and which age target for this or that offer. The results of this study will contribute to innovating or consolidating the marketing strategy to be put in place.

Originality/Value: This study proposes another method, certainly qualitative, but explorable in an emergency situation, in a time-saving situation and in the event of a limited number of research participants (subjects) to be solicited. It could therefore be of interest in filling a methodological gap that is often slow and constraining.