A New Approach to Measure Perceived Brand Personality Associations Among Consumers

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					                                                       Sport Marketing Quarterly, 2010, 19, 17-24, © 2010 West Virginia University




                                                                                                                                     Brand Personality
A New Approach to Measure
Perceived Brand Personality
Associations Among Consumers
Bob Heere
Bob Heere, PhD, is an assistant professor of kinesiology & health education at the University of Texas at Austin. His research
interests include social identity, community development, international sport management issues, and branding.


    Abstract
    Brand personality research has made extensive use of factor modeling to grasp the dimensions of brand per-
    sonality. Many scholars have adapted this technique to capture the brand personality of an organization. It
    is argued in this study that letting consumers associate a brand with a personality through factor modeling
    is flawed and anthropomorphic in nature. Therefore, the author proposes a different technique to measure
    these associations, by asking managers about what personality associations they implement while marketing
    their brand. Based on their responses, a list of associations was compiled and sent out to their fans, to meas-
    ure the effectiveness of the organization to portray the brand associations. Results indicate that by imple-
    menting this strategy managers are able to grasp a more precise concept of the perceived personality
    associations of the brand. In addition, the strategy provided managers with more in-depth information on
    their brand by measuring the brands’ importance and representativeness among their consumers.

Introduction                                                    & O’Guinn, 2001). Sport leagues can use these fields of
                                                                research to gain more insight in the ways in which their
The global sport entertainment market is more com-
                                                                own consumer base perceives their brand. Especially for
petitive than ever, and on an everyday basis, people
                                                                smaller sport leagues that gain their revenues from a
can choose from many different sport leagues around
                                                                small part of the population, outlining the right associ-
the world (Raney & Bryant, 2006). Cable television has
                                                                ations these people have with their product can be criti-
opened up many new lines of media for sport leagues
                                                                cal to their survival. The purpose of this study is to
and people in the United States can now easily follow
                                                                evaluate the set of brand personality associations man-
the English Premier League, or the UEFA Champions
                                                                agers use within their brand strategy, and how these
League. Europeans in their turn have not only access to
                                                                associations are perceived by the consumers of the dif-
the different soccer leagues or Formula 1 Racing, but
                                                                ferent teams within the New Zealand Netball League.
can just as easily follow the American leagues such as
                                                                By examining the brand personality associations of the
the National Basketball Association, Major League
                                                                teams in this league, the author expects to gain insight
Baseball, or NASCAR racing, or the Australian Football
                                                                on how well the managers of the different teams are
League and the Super 14. In addition, people in New
                                                                capable of branding their organizations through per-
Zealand and Australia have access to their own sport as
                                                                sonality associations, and how these associations are
well as the aforementioned European and North
                                                                perceived by their consumer base.
American Leagues. In this cluttered environment it is
important for sport leagues to understand how their             Measuring Brand Personality
league is perceived, and the associations people have
with their league, so they can provide their organiza-          Marketing scholars have been struggling with measuring
tion with a distinctive brand image.                            the concept of brand personality. Brand personality is
  Branding research has made noticeable progress in             referred to as the set of human characteristics associated
outlining the relationship between consumers and                with a brand (Aaker, 1997). Aaker introduced the con-
organizations with research 
				
DOCUMENT INFO
Description: Brand personality research has made extensive use of factor modeling to grasp the dimensions of brand personality. Many scholars have adapted this technique to capture the brand personality of an organization. It is argued in this study that letting consumers associate a brand with a personality through factor modeling is flawed and anthropomorphic in nature. Therefore, the author proposes a different technique to measure these associations, by asking managers about what personality associations they implement while marketing their brand. Based on their responses, a list of associations was compiled and sent out to their fans, to measure the effectiveness of the organization to portray the brand associations. Results indicate that by implementing this strategy managers are able to grasp a more precise concept of the perceived personality associations of the brand. In addition, the strategy provided managers with more in-depth information on their brand by measuring the brands' importance and representativeness among their consumers. [PUBLICATION ABSTRACT]
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