Brand personality and brand equity: evidence from the sportswear industry
Brand personality and brand equity: evidence from the sportswear industry
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DOI：
10.1108/jpbm-01-2014-0482
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发表时间：
2015-04
影响因子：
5.6
通讯作者：
Jin Su;Xiao Tong
中科院分区：
文献类型：
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作者：
Jin Su;Xiao Tong
目的-本文旨在探讨运动服装品牌的个性及其与品牌资产的关系，使用Aaker的方法在运动服装品牌的背景下。设计/方法/方式-本文采用Aaker的品牌个性框架，实证调查的个性运动服装品牌和品牌个性的影响，品牌资产的基础上收集的数据从420名大学生。结果-结果显示，运动服装品牌的个性可以描述在7个维度和53个人格特质：能力，吸引力，真诚，创新，活动，兴奋和坚固。研究发现，在所有七个人格维度中，四个维度，即能力，吸引力，真诚和创新，是积极的和显着的影响因素，创造和提高运动服装品牌资产。独创性/价值-这项研究作出了重要贡献的品牌个性的理解和…
Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework to empirically investigate the personality of sportswear brands and the impact of brand personality on brand equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity, innovation, activity, excitement and ruggedness. The study identified that four dimensions among all the seven personality dimensions, namely, competence, attractiveness, Sincerity and innovation, are the positive and significant contributing factors to the creation and enhancement of sportswear brand equity. Originality/value – This study makes an important contribution to the understanding of brand personality and ...