Exploring dimensions of brand personality for Generation Y in the apparel market: The case of Turkey
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Successful apparel brand management calls for crafting brand imagery, such as brandpersonality, around the apparel brand. Building a brand personality around the apparelbrand is one way to form an attachment between consumers and the brands they choose towear on the grounds of self-identification. The aim of this study is to explore theapplicability of Aaker’s (1997) brand personality dimensions to apparel brands forGeneration Y in Turkey, one third of whose population belongs to this generation. Generation Y consumers posit a profitable target market for apparel brands, based on thesize of the group and its apparel consumption. The findings of the study confirm thewidely accepted brand personality dimensions of sincerity, excitement, competence andsophistication. Ruggedness, on the other hand, was not extracted, probably dueGeneration Y’s postmodern way of life. The study found a new apparel brand personalitydimension, uniqueness, which might be elaborated in detail in future studies. Anotherdimension that appeared in this study was traditionalism, which confirmed previousbrand personality studies in Turkey. Implications for apparel brand managers areprovided in terms of how to communicate their brand personality alternatives toGeneration Y through conducting various marketing mix activities.
Abstract
Successful apparel brand management calls for crafting brand imagery, such as brandpersonality, around the apparel brand. Building a brand personality around the apparelbrand is one way to form an attachment between consumers and the brands they choose towear on the grounds of self-identification. The aim of this study is to explore theapplicability of Aaker’s (1997) brand personality dimensions to apparel brands forGeneration Y in Turkey, one third of whose population belongs to this generation. Generation Y consumers posit a profitable target market for apparel brands, based on thesize of the group and its apparel consumption. The findings of the study confirm thewidely accepted brand personality dimensions of sincerity, excitement, competence andsophistication. Ruggedness, on the other hand, was not extracted, probably dueGeneration Y’s postmodern way of life. The study found a new apparel brand personalitydimension, uniqueness, which might be elaborated in detail in future studies. Anotherdimension that appeared in this study was traditionalism, which confirmed previousbrand personality studies in Turkey. Implications for apparel brand managers areprovided in terms of how to communicate their brand personality alternatives toGeneration Y through conducting various marketing mix activities.
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