Perception of Brand Personality of Sporting Goods in Spanish Consumers
Abstract
his research analyzes the work that sports brands do to be present in the consumer mind, measuring the perception of the Brand Personality of some of the most important ones. Using the adapted version to the Spanish market of Brand Personality Scale created by Aaker in 1997, there were measured the perceptions of four of the most important current brands of sports material on the world market and particularly in the Spanish - Adidas, Nike, Puma and Decathlon-. his study realized with a sample of 424 survey respondents that mostly practiced sports. he study measured the existing diferences according to whether the respondent usually practiced sport, age, gender or if they had federative license. To do these, the Diferences were analyzed using Student’s t-test for independent samples between two groups or analysis of variance (ANOVA) with Schefé’s posthoc test for comparisons with more than two groups. A perfectly deined Brand Personality facilitates the consumer choice in an environment of overabundance of information. he results of study conirm that Adidas and Nike are those who obtain better punctuations in all the Dimensions of Brand Personality, primarily among young people, which are exactly the group of age who is their principal target. Moreover, Decathlon, stands out for its high valuation in Peacefulness, an aspect that can turn out to be an attraction to the increasing group of people who joins to the sports practice.
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The works and papers that are published in this Journal are subject to the following terms:
1. The Publication Service of the University of Murcia (the publisher) has the Publication Rights (Copyright) to the published papers and works, and favors and permits the reusing of the same under the license indicated in point 2.
© Servicio de Publicaciones, Universidad de Murcia, 2013
2. The papers and works are to be published in the digital edition of the Journal under the license Creative Commons Reconocimiento-No Comercial-Sin Obra Derivada 3.0 España (legal text). The copying, using, spreading, transmitting and publicly displaying of the papers, works or publication are permitted as long as: i) the authors and original sources (Journal, publisher and URL of the publication) are quoted; ii) it is not used for commercial benefit; iii) the existence and specifications of this users license are mentioned.
3. Conditions of Self-Archiving. It is permitted and encouraged that the authors spread electronically the pre-print (before printing) and/or post-print (the revised, evaluated and accepted) versions of their papers or works before their publication since this favors their circulation and early diffusion and therefore can help increase their citation and quotation, and also there reach through the academic community.
