Brand personality dimensions of Nike sportswear -an empirical analysis

Abstract

In today’s competitive marketplace several sportswear brands exist. These sportswear brands offer their products at best of prices, services and quality. In such a scenario it is becoming very difficult for consumers to differentiate between the products available in the same product category. Brand personality thus plays a vital role by enabling the consumers to evaluate the products, by making the brands more distinctive and enduring. The purpose of this paper is to identify the brand personality dimensions of Nike sportswear brand by using Aaker’s brand personality scale. The second purpose of this study is to find out how the brand personality of Nike sportswear brand formed. The data were collected from 300 University of Bahrain students studying in Bahrain. In order to analyze the data, factor analysis and multiple regression techniques were applied. The results indicated that four brand personality dimensions were extracted for Nike sportswear brand named as Competence, Sincerity, Sophistication and Excitement. The factors forming the brand personality of Nike were Logo, User Imagery and Advertisement Style. The findings of this study will enable the marketing practitioners to better understand the personality of Nike sportswear brand from the minds of consumers and better distinguish Nike brand from their competitors.