Authors retain ownership of the copyright for their content.
STUDYING BRAND TRAITS ELEMENTS IN CASUALWEAR: A CRITICAL ANALYSIS
Corresponding Author(s) : Makarand Upadhyaya
Humanities & Social Sciences Reviews,
Vol. 7 No. 5 (2019): September
Purpose of the study: Brand management is becoming increasingly a complex task in the present competitive world. Thus, in order to overcome such challenges, brand management is required which is personality-directed known as brand personality. Though this concept has gained importance, there is less number of studies conducted with respect to sportswear, where the threat of homogeneity strongly prevails. So, the first purpose in this study is to identify the brand personality dimensions of Sportswear using Aaker’s brand personality scale (1997) whereas the second purpose is to determine whether there are any significant differences in the perception of respondents with respect to these dimensions and finally the third purpose is to determine the extent to which these dimensions influence brand preference.
Methodology: The data was collected from 700 college and university students from Indore, based on there popularity and students' strength and was analyzed using factor analysis, independent T-test, ANOVA and step-wise multiple regression techniques. The results indicated that seven brand personality dimensions were extracted for sportswear in Indore named Competence, Excitement, Sophistication, Sincerity, Small-town, Family oriented and Ruggedness. Ruggedness and Excitement dimensions are identified as the best predictors of brand preference for sportswear. Further, it is found that among the various socio-economic variables such as gender, age, and family income, only gender had significant differences with respect to five dimensions.
Main Findings: The results also suggested that, among the socio-economic variables considered in the study, gender was the most influential variable than other variables, thereby suggesting the importance of this factor in formulating the promotional policies for the sportswear brands.
Applications of this study: it would be helpful for brand managers to especially focus, apart from the common dimensions, on the dimensions specific to their brands to harness competitive advantage. The findings suggest that there is a significant role played by brand personality dimensions in influencing consumers’ preference for sportswear brands.
Novelty/Originality of this study: The analysis in respect of the importance of brand personality dimensions in influencing consumers' brand preference shows that two dimensions namely Ruggedness and Excitement significantly influenced consumers’ brand preference of sportswear brands.
- Aaker, J. L. (1997), “Dimensions of Brand Personality”, Journal of Marketing Research, Vol. 34, No.3, pp 347-356. http://www.scirp.org/(S(351jmbntvnsjt1aadkposzje))/reference/ReferencesPapers.aspx ?Referenc eID=39605. https://doi.org/10.1177/002224379703400304
- Aaker, J., Fournier, S. and Brasel S. A. (2004), “When Good Brands Do Bad”, Journal of Consumer Research, Vol. 31, June, pp. 1-16. https://doi.org/10.1086/383419
- Alamro, A. and Rowley, J. (2011), “Antecedents of brand preference for mobile telecommunications services,” Journal of Product and Brand Management, Vol. 20, No.6, pp 475 – 486. https://www.emerald.com/insight/content/doi/10.1108/10610421111166621/full/html. https://doi.org/10.1108/10610421111166621
- Alt, M. And Griggs, S. (1988), “Can a brand be cheeky?”, Marketing Intelligence and Planning, Vol. 4, No. 6, pp 9-16.https://www.emerald.com/insight/content/doi/10.1108/eb045776/full/html. https://doi.org/10.1108/eb045776
- Batra, R., Lehmann, D. and Singh, D. (1993), “The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences”, Brand Equity and Advertising – Advertising’s Role in Building Strong Brands, pp 83-95, Hillsdale (NJ). https://www.researchgate.net/pub lication/282055335_Brand_personality _and_purchase_intention
- Biel, A.L. (1992), “How brand image drives brand equity”, Journal of Advertising Research, November/December: 9 https://pdfs.semanticscholar.org/7fb4/187748085fe2df760b105e7491d63c13a270.pdf
- Caprara, G. V., Barbaranelli, C. and Zimbardo, P. G. (1997), “Politicians‟ uniquely simple personalities”, Nature, Feb 6, pp 385, 493. https://www.nature.com/articles/385493a0. https://doi.org/10.1038/385493a0
- Chui, K.K.S., Lin, R.J., Hsu, M.K. and Chen S.C. (2011), “Symbolic and Functional Brand Effects for Market Segmentation”, Australian Journal of Business and Management Research, Vol.1, No. 6, pp 75-86.
- Freling, T. H and Frobes, L. P (2005), “An empirical analysis of the brand personality effect”, Journal of Product & Brand Management, Vol. 14, No. 7. https://www.researchgat e.net/publication/25443875 1_An_E mpirical_ Analysis_of_the_Brand_Personality_Effects_on_Brand_Involv_ement. https://doi.org/10.1108/10610420510633350
- Gilmore, G. W. (1919), Animism, Boston, pp 19.
- Govers, P.C.M. and J. P. L. Schoormans (2005),“Product Personality and Its Influence on Consumer Preference”, Journal of Consumer Marketing, Vol. 22, No. 4, pp 189-197. https://www.emerald.com/ins ight/con tent/doi/10.1108/07363760510605308/full/html?fullSc=1. https://doi.org/10.1108/07363760510605308
- Hair, J.F.J., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998), Multivariate Data Analysis, 5th editon, Prentice Hall, Upper Saddle River, New Jersey. http://www.scirp.org/(S(351jmbn tvnsjt1aadkposzje ))/referenc e/ReferencesPapers.aspx?ReferenceID=1519308
- Heding, T., Knudtzen, C.F. and Bjerre, M. (2009), Brand Management, Research, Theory and Practice, Routledge. http://www.irfia.ir/userfiles/pdf/Brand%20Management.pdf. https://doi.org/10.4324/9780203996171
- Heise, D. R. (1969), “Affective dynamics in simple sentences”, Journal of Personality and Social Psychology, Vol. 11, pp 204-213. https://www.jstor.org/stable/3033705?seq=1#metadata_info_tab_contents. https://doi.org/10.1037/h0027050
- Kaiser, H.F. (1960), “The application of electronic computers to factor analysis”, Educational and Psychological Measurement, Vol. 20, pp 141-151. http://www.scirp.org/(S(c zeh2tfqyw2orz553 k1w0r45))/ref erence/Re ferencesPapers.aspx?ReferenceID=1361597. https://doi.org/10.1177/001316446002000116
- Martineau, Pierre D. (1957), Motivation in Advertising, New York: Mc Graw-Hill.
- Mengxia, Z. (2007), “Impact comparative of research brand between personality two on different International brands”, Management Review, Vol. 3 No. 3, pp. 36-46. http://kmcms.net/posts/4613
- Osgood, C. E., P. H. Tannenbaum and G. J. Suci. (1957), The Measurement of Meaning. Urbana, University of Illinois Press. https://www.scirp.org/(S(i43dyn45teexjx455qlt3d2q))/r eference/ReferencesP apers.asp x?Ref erence ID=1094128
- Russell, G.J. and W.A. Kamakura (1997), “Modeling Multiple Category Brand Preference with Household Basket Data”, Journal of Retailing, Vol. 73, No. 1, pp 439-461. https://doi.org/10.1016/S0022-4359(97)90029-4
- Sirgy, J. (1982), “Self-concept in consumer behavior: a critical review”, Journal of Consumer Research, Vol. 9, December, pp 287-300. https://doi.org/10.1086/208924
- Wells, W. D., Andriuli, F. J., Goi, F. J. and Seader, S. (1957), “An Adjective Check List for the Study of Product Personality”, Journal of Applied Psychology,