Title: Assessing the use of the brand personality scale in team sport

Authors: Stephen D. Ross

Addresses: University of Minnesota, 218 Cooke Hall, 1900 University Ave. S.E., Minneapolis, MN 55455, USA

Abstract: It has long been recognised that brands have a personality and may have a role in the management of sport brands. Aaker|s [(1997) Journal of Marketing Research, Vol. 34, No. 3, pp.347–356] brand personality scale (BPS) is perhaps the most notable and groundbreaking measurement tool to assess these characteristics. The current study attempts to examine the applicability, validity and reliability of the BPS in the context of sport. The results of the analysis suggest that the BPS is not fully applicable to the area of sport and further development of the scale is needed in order to improve the reliability and validity. These findings support the previous literature questioning the generalisability of the BPS and provide a number of suggestions for future theoretical development.

Keywords: sport brands; brand personality scale; brand management; brand equity; scale validation; sport marketing; team sports.

DOI: 10.1504/IJSMM.2008.015959

International Journal of Sport Management and Marketing, 2008 Vol.3 No.1/2, pp.23 - 38

Published online: 02 Dec 2007 *

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