Sporting event personality: Scale development and sponsorship implications

Research output: Contribution to journalArticlepeer-review

18 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)51-68
Number of pages18
JournalInternational Journal of Sports Marketing and Sponsorship
Volume14
Issue number1
DOIs
Publication statusPublished - 2012

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Finance
  • Marketing

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