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Direct linkKim, Yongjae; Kim, Soojin; Lee, Seungbum; Cho, Sungho – Measurement in Physical Education and Exercise Science, 2019
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…
Descriptors: Personality Measures, Test Validity, Athletics, Marketing
