Percepción de la personalidad de marca en artículos deportivos en estudiantes universitarios españoles

  1. Pérez González, B. 1
  2. Burillo, P. 2
  3. Sánchez Burón, A. 1
  1. 1 Universidad Internacional Isabel I de Castilla
    info

    Universidad Internacional Isabel I de Castilla

    Burgos, España

    ROR https://ror.org/055sgt471

  2. 2 Universidad Camilo José Cela
    info

    Universidad Camilo José Cela

    Villanueva de la Cañada, España

    ROR https://ror.org/03f6h9044

Journal:
Sport TK: revista euroamericana de ciencias del deporte

ISSN: 2340-8812,  2254-4070

Year of publication: 2018

Volume: 7

Issue: 1

Pages: 71-80

Type: Article

DOI: 10.6018/321911 DIALNET GOOGLE SCHOLAR lock_openDIGITUM editor

More publications in: Sport TK: revista euroamericana de ciencias del deporte

Abstract

This 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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Data source: Dialnet