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Exploring the personality of sportswear brands

Xiao Tong (Department of Clothing, Textiles, and Interior Design, The University of Alabama, Tuscaloosa, Alabama, USA)
Jin Su (Department of Human Development and Environmental Studies, Indiana University of Pennsylvania, Indiana, Pennsylvania, USA)

Sport, Business and Management

ISSN: 2042-678X

Article publication date: 6 May 2014

Abstract

Purpose

The purpose of this paper is to identify the personalities that are associated with sportswear brands and tests the applicability of Aaker's brand personality framework in the context of sportswear brands.

Design/methodology/approach

This study employed Aaker's brand personality framework to empirically investigate the personality of sportswear brands based on data collected from 420 college students.

Findings

Results revealed that consumers perceive seven distinct personality dimensions and 53 personality traits in sportswear brands: Competence, Attractiveness, Sincerity, Innovation, Activity, Excitement, and Ruggedness.

Originality/value

This research developed a valid and reliable scale that measures personality for sportswear products and confirms that consumers do associate particular brand personality dimensions with sportswear brands. The findings would help managers in the sportswear market better understand the image of their brand in the minds of consumers and better distinguish their brand from competing brands.

Keywords

Citation

Tong, X. and Su, J. (2014), "Exploring the personality of sportswear brands", Sport, Business and Management, Vol. 4 No. 2, pp. 178-192. https://doi.org/10.1108/SBM-08-2012-0032

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited