The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams

Purpose- In the highly saturated sports industry where sport teams represent a complexoffering loaded with intangible and tangible attributes, it is important toimplement appropriate marketing strategies that will ultimately contribute to thedevelopment of strong brand equity. In this paper, the authors focused on therelationship between brand variables and marketing activities on the developmentof brand equity. More specifically, the purpose of this paper is to study the impactof brand personality on the evaluation of marketing promotional activities and theimpact on the brand equity.Design/methodology/approach- Respondents (۲,۴۰۰) were recruited through an online survey and data wereanalyzed using structural equation modeling.Findings- The survey revealed that the congruence between the brand personality and thepromotional activities has a positive impact on its evaluation and on brand equity.In addition, the results showed that consumers who consider the financial strengthof the team as an important factor evaluate more positively the value of congruentand incongruent promotional activities.Practical implications - Brand managers should maintain consistency betweentheir brand personality and their promotional activities in order to maintain andincrease their brand equity.Originality/value- The results contribute to the literature by investigating the impact of brandpersonality on the evaluation of promotional activities. Also, it examines animportant factor (financial consciousness) that could influence how fans react infront of an incongruent promotional activity. This research brings a betterunderstanding of the impact of brand personality on marketing strategies andbrand equity.

کلیدواژه ها:

Brandpersonality ، Sportsmarketing ، Marketingstrategy ، Brandmanagement ، Brand image ، Brand equity