Psychometric comparability of brand personality scale: assessing brand personality matching between sports and corporate sponsors by using the congenerity test
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 July 2012
Abstract
This empirical study examines the psychometric comparability of Aaker's Brand Personality Scale (Aaker, 1997) in sponsorship matching. It employs a structural validation protocol - the congenerity test (Ohanion, 1990) - to investigate the extent to which sports events and sponsors can be psychometrically matched. The results show that sports events and sponsors are comparable only in terms of limited numbers of the dimensions of the a priori scale. Theoretical and practical implications are discussed.
Keywords
Citation
Cho, S. and Kang, J.-H. (2012), "Psychometric comparability of brand personality scale: assessing brand personality matching between sports and corporate sponsors by using the congenerity test", International Journal of Sports Marketing and Sponsorship, Vol. 13 No. 4, pp. 53-70. https://doi.org/10.1108/IJSMS-13-04-2012-B006
Publisher
:Emerald Group Publishing Limited
Copyright © 2012 by Winthrop Publications Limited