Sporting event personality: scale development and sponsorship implications
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 October 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.
Keywords
Citation
Lee, H.-S. and Cho, C.-H. (2012), "Sporting event personality: scale development and sponsorship implications", International Journal of Sports Marketing and Sponsorship, Vol. 14 No. 1, pp. 46-63. https://doi.org/10.1108/IJSMS-14-01-2012-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2012 by Winthrop Publications Limited