A Structural Validation of Brand Personality Scale: Assessing the Congruence Effects of Sport Sponsorship

ABSTRACT

This study suggests a structural validation procedure of Aaker (1997)’s brand personality scale (BPS) to evaluate the congruence effects of sport sponsorship. The purpose of this study is threefold: First, to examine whether the original BPS of Aaker (1997) is applicable to both commercial brands and sport properties; second, to investigate personality dimensions on which a sport event and its sponsor are psychometrically comparable and matched; and lastly, to examine change in sponsor brand personality before and after the sport event. Using a mall and street intercept sampling method, 778 Korean soccer fans were recruited before the World Cup. The results indicate that congruence between personality dimensions of a sporting event and its sponsors is required for change in sponsor brand personality dimensions. The findings also show that sponsorship activity reinforces brand images on the personality dimensions. Theoretical and practical implications are discussed.

KEYWORDS:

• brand personality
• comparability of brand personality scale
• congruence effects
• sport sponsorship