Sport club brand personality scale (SCBPS): A new brand personality scale for sport clubs

Michael Schade*, Rico Piehler, Christoph Burmann

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

26 Citations (Scopus)


The concept of brand personality has become a popular topic in relation to professional sport clubs. The aim of the article is to develop and validate a new brand personality scale for professional sport clubs (sport club brand personality scale, SCBPS). The study includes a five-phase process, with three data collections. The SCBPS is developed and validated using an established, approved process. Consequently, the SCBPS reveals greater reliability and validity than former scales. Furthermore, the scale covers the different dimensions of former brand personality scales for professional sport clubs, and additionally contains further dimensions ('Rebellious') that can help sport clubs to build strong brand images. The proposed measure contains only personality traits and, therefore, applies a strict definition of brand personality. This article offers a framework for theoretical discussion and provides sport club managers with a tool to build strong brands.

Original languageEnglish
Pages (from-to)650-663
Number of pages14
JournalJournal of Brand Management
Issue number7/8
Publication statusPublished - 1 Nov 2014
Externally publishedYes


  • Brand image
  • Brand management
  • Brand personality
  • Scale development
  • Sport brands


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