The client, Skechers, is a global athletic footwear brand from Skechers USA, Inc., and first appeared in Vietnam in 2019. As Vietnamese customers increasingly demand corporate social responsibilities (CSR) from brands, Skechers has aligned with this megatrend and demonstrated its brand accountability through its localized CSR initiatives. The team’s research proposal aims to uncover Skechers’ answerability, brand equity, and relationship equity through qualitative research, enabling the client to strengthen its competitive advantages and increase market share within the footwear and apparel industry effectively.
* Students are asked to choose an available brand in the industry for the assignment
