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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.

The purpose of the study is to develop a reliable measure of sport team personality that incorporates the relevant dimensions/traits consumers attribute to their sport teams.

Initially, content analysis of sport teams' web sites and magazines were used to identify the items of the scale. Following this a survey research method was used to gather data from consumers. Exploratory and confirmatory factor analyses were conducted on a sample of 301 consumers.

The analyses of the data resulted in a sport team personality scale consisting of five dimensions: competitiveness, prestige, morality, authenticity, and credibility

Sport brand managers can use the scale for benchmarking purposes and for examining how their sport teams/brands are perceived by sport consumers in terms of the five dimensions identified in this research.

The study expands the concept of brand personality to sport services and provides insights into the main dimensions of sport brands' personality. This is the first study that develops a valid and reliable instrument for measuring the personality of sport teams.

Organization development is focused on implementing a planned process of positive humanistic change in organizations through the use of social science theory, action research, and data-based feedback methods. The role of personality in that change process, however, has historically been ignored or relegated to a limited set of interventions. The purpose of this chapter is to provide a conceptual overview of the linkages between personality and OD, discuss the current state of personality in the field including key trends in talent management, and offer a new multi-level framework for conceptualizing applications of personality for different types of OD efforts. The chapter concludes with implications for research and practice.

The purpose of this paper is to examine the causal relationships of city personality and city image, together with the possible effect of city image on the revisit intention of visitors, through empirical validation, so that some meaningful implications can reveal to city planners and marketers how the city tourists can be affected by the personality and image of the city.

This study offers an integrated approach to understanding the relationship between city personality and city image. The research model investigates the relevant relationships among the underlying dimensions of city personality and city image by using a structural equation modeling (SEM) approach. Data obtained from a sample of 302 respondents drawn from a web-based survey in South Korea were analyzed with AMOS program.

The results of this empirical study indicate that city personality positively or negatively affect city image depending on the nature of constructs. Positive relationships are found to exist between excitement as well as sophistication personality and dynamic image of city. On the contrary, the relationship between sincerity personality and dynamic image is negative. All the specific three images of city: dynamic, specific, and static image show positive impact on revisit intention of city tourists.

The empirical results of this study provide tenable evidence that the proposed SEM designed to consider city personality and city image, and revisit intention simultaneously is acceptable. Even though in the previous literature, researchers tried to explain the relationship between city personality and city image, the conceptual model and empirical studies pertaining to causal relationships among those constructs have not been thoroughly examined. It is believed that this study has a substantial capability for generating more precise applications related to city tourism, especially concerning city personality and city image.

This paper aims to critique human personality as a theory underpinning brand personality and to propose instead a theory from human perception, and by doing so, to identify universally relevant dimensions.

A review of published measures of brand personality, a re-analysis of two existing data bases and the analysis of one new database are used to argue and test for the dimensions derived from perception theory.

Existing work on brand personality suggests 16 separate dimensions for the construct, but some appear common to most measures. When non-orthogonal rotation is used to re-analyse existing trait data on brand personality, three dimensions derived from signalling and associated theory can emerge: sincerity (e.g. warm, friendly and agreeable), competence (e.g. competent, effective and efficient) and status (e.g. prestigious, elegant and sophisticated). The first two are common to most measures, status is not.

Three dimensions derived from signalling and associated theory are proposed as generic, relevant to all contexts and cultures. They can be supplemented by context specific dimensions.

Measures of these three dimensions should be included in all measures of brand personality.

Prior work on brand personality has focussed on identifying apparently new dimensions for the construct. While most work is not theoretically based, some have argued for the relevance of human personality. That model is challenged, and an alternative approach to both theory and analysis is proposed and successfully tested.

The purpose of this paper is to develop and validate a measurement brand personality scale for golf destinations and simultaneously to assess the destination personality of the Algarve as a golf destination.

A set of 36 unrepeated items, generated from individual interviews with experts in tourism and golf in the Algarve and from promotional texts in golf-related websites, was the base for a survey instrument. The survey was applied to a convenient sample of 600 golf players in the Algarve, and 545 (valid) questionnaires were analysed to refine the scale. Golf players assessed the Algarve as a golf destination and the components of the relational brand personality (functional, symbolic and experiential). Two multi-dimensional brand personality models were estimated by using structural equation modelling.

Findings indicate that golf players ascribe personality characteristics to destinations. The brand personality of the Algarve is translated into three main dimensions enjoyableness, distinctiveness and friendliness when tourists/golf players reveal their overall perception of the destination. The brand personality of golf destination Algarve is reflected in the dimensions reliability, hospitality, uniqueness and attractiveness when tourists/golf players assess the components of the relational brand personality. Refined scales consisting of 10 and 11 items were finally derived meeting both reliability and validity requirements.

The analysis is based on personality perceptions of only one golf destination. Another limitation is the fact that both interviewees and respondents had great difficulty in expressing themselves tending to use repeated words. Also, the fact that the research was conducted in two languages since translation and retroversion of the items may lead to some loss in meaning or sense. Moreover, the experiential component of the relational brand personality might have been further explored to relate golf destination brand personality to the tourist experience.

Important contributions are that both qualitative and quantitative approaches should be used in the measurement of brand personality. A reliable and valid tool to assess golf destination brand personality is a valuable marketing management resource.

Destination managers will be able to plan marketing actions that will help to change general destination attitudes and product-destination attitudes, establishing the destination brand and creating differentiation, resulting in increased preference and usage, higher emotional ties, trust and loyalty towards the brand. Also, marketers should place great emphasis on building a connection between destination personality and tourists/golf players’ self-concept.

This is one of the first pieces of research to validate a specific brand personality scale to golf destinations. Results of this study make important theoretical contributions to the understanding of brand personality in the context of tourism destinations in general, and golf destinations in particular.

The purpose of this paper is to present a discussion of the ways that personality tests have been used in accounting research.

The paper is structured as a literature review of the personality testing area, with particular emphasis on its application in accounting research.

The idea of personality impacting accounting has received some attention in recent years. However, it is an understudied area and the research to date is somewhat inconclusive. The findings are that over the last decade personality psychologists have made significant advances in personality theory and measurement. This paper summarizes: the theory of personality; the two most common personality typologies (i.e. the Jungian psychology‐based Myers‐Briggs Type Indicator (MBTI) and the Five Factor Model (FFM); and discusses the application of personality in accounting research.

It is somewhat problematical to draw precise boundaries that include all relevant studies, and yet exclude appropriately distant ones, as there are a number of constructs that may, or may not, be considered to be “personality”. Another limitation is that the research studies published so far do not all agree one with another.

The conclusion reached is that, while there is a role for personality/accounting research using both MBTI and FFM, research using the FFM is particularly important for analytical and predictive research in this area and to triangulate previous MBTI studies.

As a literature review, there is little that is intrinsically new here, but the juxtaposition of different approaches and findings will be informative to researchers in the area and, to a lesser extent, practitioners.

The current study extends previous research by comparing empirical data on ipsative and normative versions of the 30‐scale Occupational Personality Questionnaire (OPQ). Participants were randomly assigned to “honest” or “faking” groups. Results support the proposition that when the number of scales is large, the measurement dependency problem associated with the ipsative format is negligible. There was satisfactory convergent validity between ipsative and normative forms in both groups. On both forms, the distance between an ideal profile and participants' ratings were narrower in the faking group than in the honest group. The results suggest that though ipsative measures were not completely free from faking, they were relatively more effective in guarding against faking than more commonly used normative measures.

The purpose of this article is to use the “Big Five” personality structure (openness to experience, conscientiousness, extraversion, agreeableness and emotional stability) to explore the relationship with political consumer behavior.

Political consumer behavior is (not) buying products for social, political or environmental reasons. Cited motivations for political consumption include preserving the environment, developing a sustainable economy or using boycotts as political pressure, alongside social reasons such as reducing child labor. We explored this relationship among two representative studies of young people using ordinary least squares regression.

We concluded that in particular openness to experience leads to more political consumer behavior. Agreeableness or trust in people also often has a positive effect on political consumer behavior, while the effects of extraversion tend on the contrary to be negative.

Although in the literature the “Big Five” is generally accepted as the best measure for the main personality traits, there is no consensus on the measurement of personality. The research area has thus a clear need for a good, reliable measurement of the five personality traits, such as the TIPI or a short version of the bipolar personality scales.

The research suggests that a more specific approach towards young political consumers might be valuable.

The research can influence how marketers deal with fair trade products or how boycotts can attract larger audiences. Through this knowledge, social responsibility and environmental conscientiousness will increase.

This article focuses on the personality traits and motivations of the political consumers and how these personality traits interact with the attitudes that motivate political consumption using representative samples of young people. It also focuses on a specific and different outcome, political consumption, whereas most studies focused solely on single items of pro-environmental behavior .