Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Rugged & Exciting: Examining The Personality Of A Mixed Martial Arts Brand, Jason D. Reese
Rugged & Exciting: Examining The Personality Of A Mixed Martial Arts Brand, Jason D. Reese
Bright Ideas Conference
The purpose of this study was two-‐fold: (a) to iden4fy the brand personality associated with a mixed mar4al 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 Ul4mate Figh4ng Championships brand. In order to compare brand personali4es 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 …
Merchandising Award Of Excellence Competition Entry, Dana Padgett
Merchandising Award Of Excellence Competition Entry, Dana Padgett
Undergraduate Research Conference
No abstract provided.