Five dimensions of brand personality traits in sport |
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| Institution: | 1. University of North Alabama, Health, Physical Education and Recreation, UNA Box 5073, Florence, AL 35632, USA;2. Texas A&M University, Department of Health and Kinesiology, 4243 TAMU, College Station, TX 77843, USA;3. University of Illinois at Urbana-Champaign, Department of Recreation, Sport and Tourism, 104 Huff Hall, MC-584, 1206 South Fourth Street, Champaign, IL 61820, USA;1. Sport and Leisure Management Program, Department of Health and Sport Sciences, The University of Memphis, Elma Roane Fieldhouse 206, Memphis, TN 38152, United States;2. Physical Education Teacher Education Program, Department of Health and Sport Sciences, The University of Memphis, Elma Roane Fieldhouse 106, Memphis, TN 38152, United States;3. Pedagogy Program, Department of Kinesiology and Physical Education, Northern Illinois University, Anderson Hall 221, DeKalb, IL 60115, United States;4. Provost Office, Administration Building 231, The University of Memphis, Memphis, TN 38152, United States;5. Sport and Leisure Management Program, Department of Health and Sport Sciences, The University of Memphis, Elma Roane Fieldhouse 204, Memphis, TN 38152, United States;1. Department of Business Administration, Feng Chia University, Taiwan;2. Department of Recreation Management, Shih Chien University, Kaohsiung Campus, Taiwan |
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| Abstract: | The first purpose of this study was to elaborate upon existing critiques and return to the fundamental brand personality concept by reexamining personality trait theory (i.e., lexical approach) and the sport brand personality literature. Based on a conceptualisation of sport brand personality, the second purpose was to develop an instrument for measuring brand personality in sport based on the restricted definition that excludes non-human personality traits. We adopted the lexical approach in an effort to explore the application of the HEXACO model for obtaining a set of representative personality traits (N = 36) both applicable and relevant to sport brands. For the purpose of this study, a sport brand × subject structure was utilised to find major sport brand personality dimensions. As a representative brand in sport, the National Football League was selected. Two data sets were collected from college students. The 36 sport brand personality traits were submitted to a principal axis factor analysis on the first data set (N = 196). The analysis identified five factors (i.e., Agreeableness, Extraversion/Emotionality, Openness, Conscientiousness, and Honesty) that closely resemble the structure of human personality models. A Confirmatory Factor Analysis confirmed that the newly developed five-factor model has an acceptable fit to the second data set (N = 155). This study identified that the lexical approach can provide a conceptual and methodological foundation when developing brand personality instruments. |
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| Keywords: | Brand personality Sport brand marketing Sport brand personality instrument |
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