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Sporting event personality: Scale development and sponsorship implications
- Authors
- Lee, H.-S.; Cho, C.-H.
- Issue Date
- Oct-2012
- Publisher
- International Marketing Reports Ltd
- Keywords
- Brand personality; Scale development; Sponsorship; Sporting event personality
- Citation
- International Journal of Sports Marketing and Sponsorship, v.14, no.1, pp 51 - 68
- Pages
- 18
- Indexed
- SSCI
SCOPUS
- Volume
- 14
- Number
- 1
- Start Page
- 51
- End Page
- 68
- ISSN
- 1464-6668
- 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.
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Related Researcher
- Lee, Hyung Seok
- ERICA 커뮤니케이션&컬처대학 (ERICA 광고홍보학과)