The effect of sport league brand personality on behavioural outcomes

Purpose The concept of brand personality has found tremendous exposure in general marketing, but not in sports literature. Hence, this work aims to examine the pathway by which sport league brand personality (SLBP) can serve as a source of loyalty and behaviours directed towards leagues. Design/methodology/approach Leveraging Aaker’s theorisation of brand personality and signalling theory, the work proposes that SLBP affects fans’ attitudinal and behavioural loyalty, which, in turn, positively influences the league’s behavioural outcomes. Findings The model presented in this work was validated using data from 714 respondents collected across three popular leagues in India, employing covariance-based structural equation modelling. Except for the relationship between SLBP and behavioural loyalty, other hypotheses were supported. Originality/value The findings of this work not only contribute to the emerging literature on brand personality in the sports context but also guide league managers in carefully managing the league’s personality to maximise consumer response to those leagues.