Mohd. Shoki Bin Mohd. Ariff’s scientific contributions

This study was conducted to identify brand personality associated with Nike sports shoes among university students based on Aaker’s Framework of Dimension of Brand Personality. A total of 120 questionnaires were gathered from Management students of a Malaysian public university using Stratified Random Sampling method and analyzed using SPSS software. Findings showed that users of Nike sports shoes were highly associated with the personality: Imaginative, Cheerful, Down to Earth, Real, Charming, Trendy, Good-looking and Friendly. In addition, the most dominant dimension of brand personality of Nike sports shoes was the dimension of Dignified. Several implications were drawn based on the findings to enhance Nike’s markets in evaluating their product branding strategy. Consequently, this research contributes to theoretical knowledge and its application in the field of brand personality.