Brand Personality in Sport: Dimension Analysis and General Scale Development

The idea of brand personality in sport (BPS) has become a popular topic of study among academicians in the sport management field. While the conceptualization and operationalization of the construct has been heavily discussed, establishing a valid and reliable assessment tool has yet to be achieved. The current study reexamines the general brand personality (BP) dimensions and looks to apply them to the unique characteristics in sport. The scale developed in the current study establishes a baseline tool in which future research can be conducted. The results provide initial levels of validity and reliability, making suggestions as to the further development of the sport brand personality (BPS) construct. These findings support previous literature, yet provide a number of suggestions for future theoretical development.