Perception of Brand Personality of Sporting Goods in Spanish Consumers

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 differences according to whether the respondent usually practiced sport, age, gender or if they had federative license. To do these, the differences were analyzed using Student's t-test for independent samples between two groups or analysis of variance (ANOVA) with Schefe's post-hoc test for comparisons with more than two groups. A perfectly defined Brand Personality facilitates the consumer choice in an environment of overabundance of information. he results of study confirm 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.