Sport Club Brand Personality Scale

What it measures

A 17-item scale measuring the perceived brand personality of professional sport clubs. Developed through a rigorous five-phase process combining a broad literature review, website content analysis, and expert interviews with sport club executives and marketing researchers, the instrument captures personality traits strictly applicable to the sport club context. Unlike generic brand personality scales, the SCBPS was purpose-built to reflect dimensions that differentiate professional sport club brands and support brand image positioning independent of on-field results.

Response format

5-point scale (1=does not describe the personality of the club brand at all, 5=describes the personality of the club brand very well)

Scale items

Extraversion (α = .85) — 5-point scale (1=does not describe at all, 5=describes very well)

• traditional
• faithful
• sociable
• family-oriented
• humorous
• cheerful

Rebellious (α = .71) — 5-point scale (1=does not describe at all, 5=describes very well)

• rebellious
• bold
• alternative

Open-Mindedness (α = .79) — 5-point scale (1=does not describe at all, 5=describes very well)

• open-minded
• tolerant
• sophisticated
• social responsible

Conscientiousness (α = .90) — 5-point scale (1=does not describe at all, 5=describes very well)

• hard-working
• fighting spirit
• diligent
• tough

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Validated across exploratory and confirmatory factor analysis stages using a German online panel (n = 2,994 usable evaluations of 13 club brands across four sports). CFA fit indices were strong: GFI = .95, CFI = .96, RMSEA = .06. Composite reliability ranged from .74 to .89 across dimensions. Discriminant validity was supported via the Fornell-Larcker criterion. Cronbach's alpha varies by subscale: Extraversion (.85), Conscientiousness (.90), Open-Mindedness (.79), and Rebellious (.71). The scale was developed and validated in the German professional sport context; the authors note that cultural adaptation may be required for other markets.

Citation

Schade, M., Piehler, R., & Burmann, C. (2014). Sport club brand personality scale (SCBPS): A new brand personality scale for sport clubs. Journal of Brand Management, 21(7/8), 650–663.

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