Measuring Brand Personality of Footwear Brands in Bangladesh: Application of Aaker’s Brand Personality Scale

Abstract

As the brand personality serves as a fundamental framework for studies concerning brand equity, brand image, and brand extension, that’s why brand personality is the main focus of this study. The purpose of this study is to measure the users' perceptions of the brand personality (BP) of footwear brands (such as Bata, Apex and Lotto) and to identify the dimensions that exist in the footwear industry in Bangladesh. This study applies Aaker's brand personality scale (BPS) to footwear brands in order to test the extent to which it is applicable to the brands and to investigate the fundamental structure of the brand personality of footwear brands. The data was acquired through the use of a questionnaire survey. A quantitative strategy was utilized to collect the data. For the purpose of the study, a total of 430respondent’s data were collected from different cities of Dhaka, Rajshahi and Rangpur division. In order to investigate the fundamental structure of the BP of footwear brands, descriptive statistics and exploratory factor analysis (EFA) were carried out. Study finds all the five dimensions (sincerity, excitement, sophistication, competence and ruggedness) of brand personality was extracted though the factor analysis of which ruggedness and sophistication are relatively lower than the others dimension within the realm of footwear industry. It has been found a comprehensive brand personality of footwear products and brand with the impact of all dimension of BPS and model holds a bold factor loading for all items it has. The novelty of the study lies in variable settings and arrangement, study area and context. No other research has been carried out in the context of footwear industry neither in Bangladesh nor elsewhere. There is also no evidence of research has been examined the relationship of brand personality, brand preference and brand loyalty. This study will help the marketer and the marketing practitioner to understand the dimension of brand personality, the impact of each brand personality dimensions and to identify the weaker personality dimensions that need more attention.