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Structural model of brand personalit...

Cho, Sungho.

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Structural model of brand personality scale and its application: Comparing brand personalities of sport properties and sponsors by using equality constraint modeling.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Structural model of brand personality scale and its application: Comparing brand personalities of sport properties and sponsors by using equality constraint modeling./
作者:	Cho, Sungho.
面頁冊數:	465 p.
附註:	Source: Dissertation Abstracts International, Volume: 65-08, Section: A, page: 3068.
Contained By:	Dissertation Abstracts International65-08A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3144576
ISBN:	0496027727

Structural model of brand personality scale and its application: Comparing brand personalities of sport properties and sponsors by using equality constraint modeling.
Cho, Sungho.

Structural model of brand personality scale and its application: Comparing brand personalities of sport properties and sponsors by using equality constraint modeling. - 465 p.

Source: Dissertation Abstracts International, Volume: 65-08, Section: A, page: 3068.

Thesis (Ph.D.)--The University of Connecticut, 2004.

As brand image management is highlighted as a crucial concern, contemporary companies implement sport sponsorship as image-based communication practice. In spite of the practical and theoretical saliency, image-based sponsorship practices have not been thoroughly investigated. This empirical study deals with the validation of image-based constructs in sponsorship research. The investigation seeks to develop a psychometrically valid methodology of sponsorship evaluation based upon a sophisticated matching technique pertinent to brand personalities of sport properties and sponsors.

ISBN: 0496027727Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Structural model of brand personality scale and its application: Comparing brand personalities of sport properties and sponsors by using equality constraint modeling.
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245 1 0 $a Structural model of brand personality scale and its application: Comparing brand personalities of sport properties and sponsors by using equality constraint modeling.
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500 $a Source: Dissertation Abstracts International, Volume: 65-08, Section: A, page: 3068.
502 $a Thesis (Ph.D.)--The University of Connecticut, 2004.
520 $a As brand image management is highlighted as a crucial concern, contemporary companies implement sport sponsorship as image-based communication practice. In spite of the practical and theoretical saliency, image-based sponsorship practices have not been thoroughly investigated. This empirical study deals with the validation of image-based constructs in sponsorship research. The investigation seeks to develop a psychometrically valid methodology of sponsorship evaluation based upon a sophisticated matching technique pertinent to brand personalities of sport properties and sponsors.
520 $a A convenience sample (N = 541) of undergraduate students was used for this study. A set of Confirmatory Factor Analyses was conducted to test the measurement validity of an a priori measurement solution, i.e., the BPS (Aaker, 1997), with respect to 2 x 2 pairs of sport properties and sponsors: Mercedes Benz, Nike, PGA, and MLB. To estimate the degree to which sport properties and sponsors can be compared in terms of psychometrical validity, a series of Equality Constraint Modeling (Joreskog & Sorbom, 1993) was administered. Given the result from construct validation procedure, selected sports and sponsors were factor scored and compared by paired t-tests. This research confirms that the proposed a priori solution and matching technique are empirically applicable. Theoretical and practical implications are presented.
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