Sporting event personality: scale development and sponsorship implications

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.

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