Abstract:

The concept of brand personality originated in human psychology. Because of the differences in personalities within cultures, there has been a need to examine the brand personality construct from an international perspective. The purpose of this study is to evaluate the personality of the brand Nike and to examine the differences between Slovak and Czech consumer perception. An online survey with a sample of 500 Slovak and Czech consumers was carried out with the main goal to describe Nike as a person, characterize the friends of the brand and suggest hobbies of the brand. In general, Slovaks see the brand as an active man, a winner and a sportsman. His hobbies are all kinds of sports, and fashion and he is very health-conscious. His friends are also very active, attractive and young. Slight differences were found when comparing the Slovak and Czech perception. The cultural differences result in differences of perception and attitude regarding brands. Therefore, it is beneficial to examine the global brands in national contexts.