Smith, Aaron C. T, Graetz, B and Westerbeek, Hans (2006) Brand Personality in a Membership-Based Organisation. International Journal of Nonprofit and Voluntary Sector Marketing, 11 (3). pp. 251-266. ISSN 1465-4520

Abstract

This study employed Aaker’s (6) brand personality framework to assess the brand characteristics of a membership based sport organisation in Australia (N=413). Factor analysis suggested that Aaker’s framework did not fully capture variations in responses within the Australia sample, and that a modified version incorporating an additional dimension of Innovation was required. This modified factor structure may reflect characteristics of netball as a sport, specific sample attributes or cross-cultural variations in the brand personality concept. Results indicate that the Netball Victoria brand is strongly associated with Competence, Sincerity and Innovation, is moderately linked with Excitement and Sophistication, and has a low connection with Ruggedness. These qualities are perceived with a high level of consistency by different respondents. The organisation’s brand personality as perceived by its members provides a diagnostic which may be used to guide re-branding, positioning and other marketing strategies. Additional research is required to assess the role and function of cultural variations in measuring brand personality.

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