The effect of personality on brand alignment: an empirical study of elite sport

Thomas, Robert James 2018. The effect of personality on brand alignment: an empirical study of elite sport. Presented at: 47th European Marketing Academy Conference, Glasgow, United Kingdom, 29 May - 1 Jun 2018.

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Abstract

A significant gap exists in the sports sponsorship literature in relation to understanding how personality traits might impact on brand choice and consumption patterns. By exploring fan consumption through the theoretical lens of self-monitoring (Snyder, 1987), the current work aims to address this gap. Situated in the English Premier league, utilising a sample 502 fans. The results indicate that it is Low Self-Monitoring fans who exhibit the greatest alignment with brands are the most likely to repeat purchase sponsors product over the course of a domestic season. The study contributes new knowledge of fans’ alignment with kit sponsors and offers insights for brand managers and sponsors alike in relation to how fans engage with sponsoring brands.

Item Type:	Conference or Workshop Item (Paper)
Status:	Unpublished
Schools:	Business (Including Economics)
Last Modified:	13 Jun 2022 15:30
URI:	https://orca.cardiff.ac.uk/id/eprint/150405

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