Exploring the Relationship Between Brand Personality and Geographic Personality: Consumer Perceptions of Sport Teams and Cities

Kirk Damon Aiken, Eastern Washington University, USA
Richard Campbell, Sonoma State University, USA
This study investigated teams’ brand personalities and the associated geographic personalities of the cities they call home. We hypothesized high levels of correlation between trait dimensions of the brands and the corresponding characteristics of the cities. Data were collected in five locations nationwide measuring perceptions of the ten most recent Super Bowl teams and cities. Our hypothesis was largely supported. Interestingly, relationships appear to be influenced by teams’ records, the extent of respondents’ fandom and their levels of experience with the cities. Thus, it does appear that brands do assume some personality traits commonly associated with their “home” cities.
[ to cite ]:
Kirk Damon Aiken and Richard Campbell (2009) ,"Exploring the Relationship Between Brand Personality and Geographic Personality: Consumer Perceptions of Sport Teams and Cities", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 795-796.