Developing a Scale for Measuring the Personality of Sport Teams

What is it about?

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’ websites and magazines was used to identify the items of the scale. Following 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.

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Photo by Daniel Norin on Unsplash

Photo by Daniel Norin on Unsplash

Why is it important?

This is the first reliable measurement instrument of sport team personality. The study provides significant theoretical and practical implications.

Perspectives