The Effect of Personality on Brand Alignment: An Empirical Study of Elite Sport

Robert Thomas

Research output: Unpublished contribution to conferenceUnpublished Conference Paperpeer-review


A significant gap exists in the sports sponsorship literature in relation to understanding how personality traits might impact on brand choice and consumption patterns. By exploring fan consumption through the theoretical lens of self-monitoring (Snyder, 1987), the current work aims to address this gap. Situated in the English Premier league, utilising a sample 502 fans. The results indicate that it is Low Self-Monitoring fans who exhibit the greatest alignment with brands are the most likely to repeat purchase sponsors product over the course of a domestic season. The study contributes new knowledge of fans’ alignment with kit sponsors and offers insights for brand managers and sponsors alike in relation to how fans engage with sponsoring brands.
Original languageEnglish
Publication statusPublished - 29 May 2018
Event47th European Marketing Academy Conference - Glasgow, United Kingdom
Duration: 29 May 20181 Jun 2018


Conference47th European Marketing Academy Conference
Country/TerritoryUnited Kingdom


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