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Keywords: psychometric comparability
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Journal Articles
Psychometric comparability of brand personality scale: assessing brand personality matching between sports and corporate sponsors by using the congenerity test
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International Journal of Sports Marketing and Sponsorship (2012) 13 (4): 53–70.
Published: 01 July 2012
...Sungho Cho; Joon-Ho Kang This empirical study examines the psychometric comparability of Aaker's Brand Personality Scale (Aaker, 1997) in sponsorship matching. It employs a structural validation protocol - the congenerity test (Ohanion, 1990) - to investigate the extent to which sports events...
