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Investigate the relationship between personality characteristics and consumer

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International Journal of Sport Studies. ISSN (online) 2251-7502

Vol., 6 (12), 722-726, 2016 www.ijssjournal.com

Investigate the relationship between personality characteristics and

consumer behavior.Case Study: Nike brand

Marsin Lavaei1*, Vahid Shojaei2, Seyyed Jafar Moosavi3

1. Department of Sport Management, Sari Branch, Islamic Azad University, Sari, Iran
2. Department of Sport Management, Islamic Azad University, Sari Branch
3. Department of Physical Education & Sport Sciences, Qaemshahr Branch, Islamic Azad University

*Corresponding author, Email: lavaeemarsin@gmail.com

Abstract

The main goal of a brand, product detection with the products without reputation, and
competitive offerings. The aim of this study is to investigate the relationship between
personality characteristics and consumer behavior. Case Study: Nike brand. The
populations of this research are 310 physical education students of Islamic Azad
University in Sari. Sampling method is non-random, targeted and accessible, and the
sample size was determined based on Cochran formula, that the populations of this
study were selected from 170 samples. For this purpose, the researcher pays to collect
literature, enjoying books, magazines and informational sites and compile research
literature. In this study, we used the Big Five Personality Inventory (NEO-FFI), a
questionnaire brand personality and brand loyalty questionnaire. To analyze the data,
was applied, descriptive statistics such as mean, standard deviation, frequency tables
and drawing diagrams. In addition to the normal distribution of data, using the
Kolmogorov - Smirnov, for comparison of means were used Pearson correlation
coefficient and multiple regression. All statistical analysis was performed using the
software SPSS. Analysis of the data, confirmed the research hypotheses and significant
relationship between the variables, In other words, There is a significant relationship
between consumer personality traits (extraversion, agreeableness, conscientiousness,
emotional stability, and openness to experience), and cognitive character of Nike brand
(exciting, competent, honest, modern and relaxing). And there is also a significant
relationship between the brand personality characteristics and emotional brand loyalty.

Key words: brand, personality characteristics, consumer behavior, Nike brand

Introduction

Marketing is a young science, the history of its
origin, is not behind the twentieth century. In Iran,
this record is much more limited and shorter, and
may not exceed fifty years. (Bolourian Tehrani,
1999). After World War II, the economy, reviving
found, and in fact, in the twentieth century with
advances in technology and increased productivity,
increased production rate. (Zarei, 1977). Sports'
marketing is a subset of marketing science,
however, has its own complexities and
characteristics. Sports marketing include all
activities, which are designed to satisfy the needs
and wants of the exchange process (Parsipour,
2004). In the US, the sports industry is an eleventh
big industrial groups, and people are annually 414
to 350 billion dollars spent purchasing goods and
services for sport. Growth in the industry,
measured by indicators such as number of
participants, media coverage, employment,
international markets and ... (Parsipour, 2003). In
the meantime, talk about the brand, stood as an
important marketing science. Brand can be
described as a mechanism to engage the buyer and
seller in a long-term relationship, and defined the
basis for its role in the creation of this relationship.
Thus, they can act as a defensive tool of marketing,

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 Intl. j. Sport Std. Vol., 6 (12), 722-726, 2016
in order to maintain current customers, as well as
an aggressive marketing to gain new customers
(Berry, 2000). The brand personality is used to
describe those human characteristics, which
consumers can associate them to a brand (Aaker,
1997). According to Claire and Ritchie, the brand
personality of a company is reflected in the values
and operations (Keller & Richey, 2006). Geuens
and colleagues in 2009 came to this, that at a time
when consumers perceive the brand as a matter of
undisputed quality, and competitors can easily copy
the product features, a brand identity and strong
brand personality can be very valuable in building
brand equity (Geuens et al., 2009). Aaker (1997)
emphasized that the basic brand identity is the basis
for developing a strong brand, says that, based on
the concept of brand personality, can be attributed
human qualities to have, for example, how to
continue to your life, what does during his life, and
so on. He said the brand personality dimensions in
the form of components such as Sincerity,
Excitement, competence, Sophistication,
Ruggedness (Aaker, 1997). In addition, based on
studies conducted by the researchers, brand
personality, is a key concept in the classification of
the product, improve customer loyalty to the brand,
perceived quality of the brand, creating brand
equity, and brand affiliation (Valette-Florence et al.
, 2011). Mc Crae and colleagues split personality
characteristics into five categories, namely,
extraversion, agreeableness, conscientiousness,
neuroticism, liberal (Yi Lin, 2010). Joud Zadeh and
colleagues (2015) in their study titled "Assessment
of the relationship between personality
characteristics and consumer behavior: A Case
Study Nokia mobile phone brand" showed that
there is a significant relationship between all the
attributes of brand personality, emotional and
active loyalty brand. Moody et al (2015) in the
study, "the relation between the characteristics of
the brand, with brand loyalty in Sports shoes" came
to the conclusion, which plans to build consumer
loyalty to the brand, should be simple and yet
functional, and on all the factors affecting brand
loyalty, note evenly. Adibi and colleagues (2014)
in their study entitled "The relationship between
Consumer personality traits and brand personality
(Case Study: Hyundai brand owners and car
buyers, in the city of Isfahan)" showed that there is
a relationship between Consumer personality traits,
and brand personality. María de la Paz and
Margarita Gómez (2015) in their studies titled
"brand personality and intention to purchase" came
to the conclusion that honesty, competence and
integrity, are the remarkable aspects of the
purchase intention. Xiao Tong and Jin Su (2014) in
a study titled "Evaluation of the brand personality
of brand sport" came to the conclusion that the four
dimensions of competence, charm, integrity and
innovation are as effective and positive aspects in
the creation of a sports brand value, respectively.
However, that does not matter, just create a strong
brand personality, but it is important to create a
character, worthy wearers of the brand. Consumers
tend to choose brands, that is, the brand personality
congruent with their own concept. So that brand
managers are facing a complicated problem with it
is, how to build a brand personality that is
compatible with the character of their target
market. So this research is trying to find a
relationship between personality features
consumers, Nike's brand personality and brand
loyalty.
Materials and Methods
This research, applied research and the research
method is descriptive and correlational study,
which was carried out by field. The populations of
this research are 310 physical education students of
Islamic Azad University in Sari. Sampling method
is non-random, targeted and accessible, and the
sample size was determined based on Cochran
formula, that the populations of this study were
selected from 170 samples. Sampling method is
non-random, targeted and accessible. To collect
research data were collected from questionnaires
include In demographic questionnaire, the Big Five
Personality Inventory (NEO-FFI), a questionnaire
brand personality and brand loyalty questionnaire.
In this study, in order to calculate reliability,
distributed 20 questionnaires, and then collected
using software SPSS, was used to calculate the
reliability of the questionnaire, as well as every
single question through Cronbach test. Where,
according to the personality characteristics of
consumers 80/0, Nike brand personality and
cognitive 0.73, and emotional loyalty to the brand
0.89. To analyze the data, was applied, descriptive
statistics such as mean, standard deviation,
frequency tables and drawing diagrams. In addition
to the normal distribution of data, using the
Kolmogorov - Smirnov, for comparison of means
were used Pearson correlation coefficient and
multiple regression. All statistical analysis was
performed using the software SPSS.
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 Intl. j. Sport Std. Vol., 6 (12), 722-726, 2016

Results

Table 1. Pearson correlation test

Variables The R2 Sig
correlation
Statistical Indicators coefficient
Consumer personality characteristics 0.71 0.50 0.001
Nike brand personality perception

In Table 1, shown that there is a direct relationship characteristics and Nike brand personality
between Consumer personality characteristics and perception is 0.71. The coefficient of determination
Nike brand personality perception (P>0.05). of the relationship show, that these two variables,
Correlation between Consumer personality predict, 0.50 percent of the variance of each other.

Table 2. Regression analysis of variance

Sample Sum of squares Degrees of Mean Square F p
freedom
regression 4.882 4 0.964 3.892 0.001
The remaining 39.963 166 0.231
Total 44.714 170

Table 2, Estimated regression coefficients indicate

the statistics.

Table 3. The estimated coefficients of the regression model

B Standardized T p
coefficients
constant number 3.41 4.24 0.001
Exciting 0.08 0.127 2.12 0.001
competent 0.14 0.146 2.72 0.001
honestly 0.23 0.260 4.05 0.001
Modernist 0.29 0.020 0.716 0.604
Peace 0.34 0.131 1.10 0.890

In Table 3, according to the P-Value calculation, in and Modernist and peace, were used, the regression
order to determine the effect of variable of which only the Modernist and peace, not be able
coefficients predictive exciting, competent, honest, to explain the variance in the dependent variable.

Table 4. Pearson correlation test

Variables The R2 Sig
correlation
Statistical Indicators coefficient
Brand personality characteristics 0.80 0.64 0.001
Emotional loyalty to the brand

In Table 4, shown that there is a direct relationship characteristics and Emotional loyalty to the brand
between Brand personality characteristics and is 0.80. The coefficient of determination of the
Emotional loyalty to the brand (P>0.05). relationship show, that these two variables, predict,
Correlation between Brand personality 0.64 percent of the variance of each other.

Table 5. Regression analysis of variance

Sample Sum of squares Degrees of Mean F p
freedom Square
regression 23.470 4 3.353 25.095 0.001
The remaining 21.243 166 0.134
Total 44.714 170

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 Intl. j. Sport Std. Vol., 6 (12), 722-726, 2016
Table 5, Estimated regression coefficients indicate the statistics.
Table 6. The estimated coefficients of the regression model
B Standardized
coefficients
constant number 2.23
Exciting 0.23 0.243
competent 0.05 0.043
honestly 0.25 0.219
Modernist 0.01 0.01
Peace 0.31 0.278
In Table 6, according to the P-Value calculation, in
order to determine the effect of variable
coefficients predictive exciting, competent, honest,
and Modernist and peace, were used, the regression
Discussion and conclusion
Over the past two decades, according to many
researchers in the field of consumer behavior has
been drawn to this issue, that of how to describe the
ideal of their personality, are to choose from among
various brands. Brand personality knows, the
center and the nearest variable in consumer
decision making, for choice. In many markets, the
brand creates a particular identity for a product, and
it binds to certain groups of society. Therefore, the
client is ready to pay different prices for it, and
Organizations in identifying loyal customers and
build strong and lasting relationship with them, can
ensure profitability and its survival in today's
competitive world. It is necessary to note that
although loyal customers are generally satisfied,
but of satisfaction, does not lead to loyalty
behavior. Today, recognize and anticipate the
needs of customers, is essential for business
enterprises to gain competitive advantage and
market segmentation. Since the customer, is
considered a key factor in strengthening core
organizational agility, and orientation of all
objectives, strategies and resources are focused on
attracting and keeping customers, Maintain and
strengthen customer loyalty, considered strategic
challenge for organizations that are concerned with
maintaining and developing its competitive
position in the marketplace. In this regard, one of
the prestigious and well-known concepts in
marketing is "brand loyalty", which plays an
important role in creating long-term benefits for the
organization. Loyalty is one of the most crucial
parameters in customer behavior that the company
producing sports apparel especially renowned
brands, with special attention to the psychological
constructs. According to many studies that have
been conducted to identify factors influencing the
loyalty of famous brands, Factors such as brand
names, product quality, price, style product, store
T p
5.32 0.001
2.58 0.001
0.473 0.637
2.431 0.016
0.149 0.882
3.04 0.003
of which only the Modernist and competent, not be
able to explain the variance in the dependent
variable.
environment, advertising, quality of service and
influence of others, impact on customer loyalty. In
the present study, according to the results of the
correlation coefficient, where it is desired level of
significance are smaller than 0/05, the null
hypothesis was not confirmed, which is based on
the relationship between Dimensions of personality
characteristics of consumers and Perceived brand
personality, and can be said to increase or decrease
each of the variables become the decrease or
increase in other variables. In this way, we can
state that the results of this study are in line with
studies in this regard, including studies Joud Zadeh
et al (2015), Moody et al. (2015), Adibi et al (2015)
María de la Paz and Margarita Gómez (2015), Xiao
Tong and Jin Su (2014). Finally, it is suggested that
companies consider it important, that assessment of
the personality of a brand and characteristics of its
clients, and consistent attribution with subjective
perceptions, plays a significant role in brand
success of firm and Customer loyalty to its
products. So, try to have a better and unswerving
brand, as for advertising and so lightweight that
despite the extensive efforts of competitors,
customers continue to remain loyal to a brand.
Conflict of interest
The authors declare no conflict of interest
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