Brand Personality Differentiation in the Australian Action-Sports Clothing Market

Abstract

Australian action-sports (A/S) youth branded clothing market. It investigates the potential for detecting differences in the BP profiles of three A/S clothing brands (Hooker Technologies, Volcom, SMP) as well as a mainstream clothing brand (JAG). Based on the results from 300 Australian respondents actively involved in the A/S subculture, Aaker’s (1997) BP construct was effective in profiling the three A/S brands consistent with the nature of the A/S subculture and its image. Further, Aaker’s BP construct was able to determine significant BP profile differences amongst the three A/S clothing brands, as well as identifying BP profile differences between A/S-branded clothing and mainstream branded clothing.

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