Developing a brand personality framework in the context of outdoor small-scale sport events

Abstract

Outdoor small scale sport events like trail or local city running races are on a rise. Several event managers pivot their promotional strategies by developing unique brand personality characteristics to support their products from competition. This study aimed to develop a brand personality scale for outdoor small scale running events with the usage of mixed methods approach. First, 24 semi-structured interviews were conducted within event managers and trail runners to conceptualize the brand personality in small scale sport event settings. Then, an exploratory factor analysis was performed in 216 runners to identify the underlying construct. A third study with 396 respondents was carried out to validate the hypothesized scale. The results indicated a five factor model with seventeen characteristics: Safe, Local-oriented, Authentic, Competitive and Excited. This study has theoretical and practical significant contribution for both brand personality literature and sport event marketers as it strengths the promotional actions and provides a better event personality conceptualization for outdoor small scale events. Finally, several managerial implications are discussed in the later sections.