BRAND PERSONALITY DIMENSIONS OF SPORTSWEAR -AN EMPIRICAL ANALYSIS IN BAHRAIN

Abstract

Purpose of the study: This Study helps consumers to differentiate between the products available in the same product category. Methodology: The sample design which is used is Nike sportswear; 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. Main Findings: The results indicated that four brand personality dimensions were extracted for the 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. Applications of this study: 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. Novelty/Originality of this study: This study will benefit marketing practitioners to understand sportswear brands from the minds of consumers and distinguish their brand from the competitors based on brand personality dimensions, Aaker’s brand personality scale.