Jessica R. Braunstein
Stephen D. Ross

The idea of brand personality in sport (BPS) has become a popular topic of study among academicians in the sport management field. While the conceptualization and operationalization of the construct has been heavily discussed, establishing a valid and reliable assessment tool has yet to be achieved. The current study reexamines the general brand personality (BP) dimensions and looks to apply them to the unique characteristics in sport. The scale developed in the current study establishes a baseline tool in which future research can be conducted. The results provide initial levels of...Read more

Matthew Robinson

An interview with Mike Sweeney, director of Cleveland WhiteCaps Premier Soccer.Read more