Brand Personality and Consumer Purchase Behaviour: A Study of Sportswear Brands in Lagos

This study investigates the relationship between brand personality and consumer purchase behaviour in the sportswear market in Lagos State, South West Nigeria. Brand personality, the attribution of human-like characteristics to a brand, has been identified as a significant driver of consumer preference and purchase behaviour in the global sportswear industry. In Nigeria, international sportswear brands such as Nike, Adidas, and Puma compete alongside emerging local athletic brands for the patronage of an increasingly fitness-conscious consumer base. The study adopts a descriptive survey design with 300 sportswear consumers selected through convenience sampling from fitness centres, sports complexes, and retail outlets across Lagos. A structured questionnaire based on Aaker's brand personality scale measures consumer perceptions of brand personality dimensions (sincerity, excitement, competence, sophistication, and ruggedness) and their influence on purchase behaviour. Multiple regression analysis is employed. The study also examines whether self-concept congruence mediates the brand personality-purchase behaviour relationship. Preliminary findings suggest that brand excitement and competence are the most influential personality dimensions for sportswear purchase in Lagos. Self-concept congruence is confirmed as a significant mediator, meaning consumers are more likely to purchase brands whose perceived personality aligns with their self-image. Recommendations address sportswear brand managers and advertising strategists on developing brand personalities that resonate with Nigerian athletic consumer identities. Keywords: brand personality, consumer behaviour, sportswear, Lagos, self-concept