Brand Personality Differentiation in Formula One Motor Racing: An Australian View
Introduction
In a previous paper (Donahay & Rosenberger 2007), we investigated the effectiveness of image transfer from a Formula One (F1) team to the principal sponsor by measuring the brand-personality (BP) congruency between the team and principal sponsor when affected by the functional congruity of the sponsor brand and F1 team and the team’s level of winning performance. In this paper, we revisit the data and specifically assess Aaker’s (1997) BP construct as a tool for detecting differences in the BP profiles of four F1 team brands (Ferrari, Williams, B.A.R., Jaguar) as perceived by Australian F1 fans.
By associating with the characteristics of a sporting team, event or well-known athlete, sports sponsorship seeks to increase brand loyalty, create awareness, change or reinforce their image, drive retail or dealer traffic and stimulate sales, trial and usage