Sporting event personality: Scale development and sponsorship implications

Document Type

Article

Publication Date

1-1-2012

Abstract

The objective of this study is to develop a theoretical structure of sporting event personality and to build a measuring scale for that personality. This study identifies five sporting event personality dimensions: diligence, uninhibitedness, fit, tradition and amusement. The findings show that these personality dimensions are related to attitudes towards sporting events, which in turn lead to positive sponsorship evaluation and favourable evaluation of the sponsoring brands.

Publication Title

International Journal of Sports Marketing and Sponsorship

Volume

14

Issue

1

First Page

51

Last Page

68

Digital Object Identifier (DOI)

10.1108/ijsms-14-01-2012-b005

ISSN

14646668

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