Determining Brand Personality of Nike Sports Shoes Using Aaker’s Brand Personality Scale

Norizah Mustamil; Ho Yeow Chung; Mohd. Shoki Bin Mohd. Ariff

doi:10.31686/ijier.vol2.iss6.201

Authors

Norizah Mustamil

University of Malaya, Malaysia
Ho Yeow Chung

University of Malaya, Malaysia
Mohd. Shoki Bin Mohd. Ariff

University of Malaya, Malaysia

DOI:

https://doi.org/10.31686/ijier.vol2.iss6.201

Abstract

This study was conducted to identify brand personality associated with Nike sports shoes among university students based on Aaker’s Framework of Dimension of Brand Personality. A total of 120 questionnaires were gathered from Management students of a Malaysian public university using Stratified Random Sampling method and analyzed using SPSS software. Findings showed that users of Nike sports shoes were highly associated with the personality: Imaginative, Cheerful, Down to Earth, Real, Charming, Trendy, Good-looking and Friendly. In addition, the most dominant dimension of brand personality of Nike sports shoes was the dimension of Dignified. Several implications were drawn based on the findings to enhance Nike’s markets in evaluating their product branding strategy. Consequently, this research contributes to theoretical knowledge and its application in the field of brand personality.

Author Biographies

Norizah Mustamil, University of Malaya, Malaysia

Faculty of Business & Accountancy
Ho Yeow Chung, University of Malaya, Malaysia

Faculty of Business & Accountancy
Mohd. Shoki Bin Mohd. Ariff, University of Malaya, Malaysia

Faculty of Management

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