Perceived Brand Personality through Sports Sponsorship

Perceived Brand Personality through Sports Sponsorship

Abstract: A limited amount of prior research has investigated perceived brand personality in the context of sport sponsorship. Using a two (Sport team performance: Win versus loss) by two (Gender: Male versus female) between-subjects experiment with two control variables (Sport team identification and self-brand connection), this study examined sport spectators' perceptions of brand responsibility, activity, aggressiveness, simplicity, and emotionality. Results of multivariate tests revealed that sport team performance, sport team identification, and self-brand connection significantly influenced perceived brand personality. Sport team performance also had a significant effect on five dimensions of brand personality. Furthermore, while sport team identification exerted significant effects on brand responsibility, aggressiveness, and simplicity, self-brand connection moderated the effects of sport team

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