Brand personality differentiation in formula one motor racing: an Australian view

This research explores the application of Aaker’s (1997) brand personality (BP) construct in the Formula One (F1) motor racing market. It investigates the potential for detecting differences in the BP profiles of four F1 team brands (Ferrari, Williams, B.A.R., Jaguar), whilst also investigating the influence of fan identification and a F1 team’s winning performance on BP. Based on survey results from 160 Australian F1 motorsport fans, Aaker’s (1997) BP construct was effective in profiling the four F1 team brands and was able to determine significant BP profile differences amongst the F1 team brands. Fan identification and the team’s winning performance also had significant BP effects.