...Jakeun Koo Purpose The present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand...

... of strong brand equity. In this paper, the authors focused on the relationship between brand variables and marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of brand personality on the evaluation of marketing promotional activities...

...K. Damon Aiken; Richard M Campbell; Eric C Koch This paper investigates the brand personality dimensions associated with professional sports teams and the personality dimensions of the cities they call home. Two studies evaluate ten National Football League teams and their respective homes...

... sporting event personality scale development sponsorship brand personality RESEARCH PAPER Hyung-Seok Lee Assistant Professor, Department of Communication College of Arts and Sciences, University of North Florida 1 UNF Drive, Jacksonville, FL 32224-7699 Tel: +1 904 620-3862 Email: h.lee@unf.edu Chang-Hoan...

...John Deane This study has sought to examine the issue of 'brand image' and its potential impact on sports sponsorship. In particular, brand personality of a sports event and sponsor are considered in relation to sponsor-event fit and image transfer. The study proposes that if there are strong links...