Abstract
The purpose of this study was two-fold: (a) to identify the brand personality associated with a mixed martial arts (MMA) brand, and (b) compare perceived brand personality dimensions among different consumer groups. There is a paucity of literature that assesses brand personality and MMA. This study was the first to apply the five dimensions of brand personality presented by Aaker (1997) to the Ultimate Fighting Championships brand. In order to compare brand personalities based on involvement, there must be an understanding of involvement and its concepts as well as the history of the sport. Three hypotheses regarding high and low involved consumers and their perceived brand personalities are presented and tested. Results revealed Ruggedness and Excitement as the two highest rated dimensions of brand personality. In addition, ANOVA results revealed fans and non-fans differed significantly across all five dimensions of brand personality.
| Original language | Undefined/Unknown |
|---|---|
| Journal | Faculty Publications |
| State | Published - Jan 1 2015 |