The influence of sport activity personality on the stage-based development of attitude formation among recreational mountain skiers

Brand personality represents a key variable for the development of several positive consumer outcomes, including attitudinal and behavioral loyalty. While brand personality has been recently examined in spectator sports, it has not been studied in the context of participatory sports. The purpose of this study is to examine (a) whether [Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356] brand personality model is applicable in profiling a recreational sport activity (mountain skiing) and (b) the degree to which individuals across different stages of the Psychological Continuum Model (PCM) perceive sport activity personality differently. Two hundred and sixty Greek recreational skiers completed an adjusted version of Aaker's Brand Personality Scale [Aaker, J. L. (11997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356] and the Greek version of Kyle, Absher, Hammitt, and Cavin [2006. An examination of the motivation -involvement relationship. Leisure Sciences, 28(5), 467-485] leisure involvement scale. The results supported the factorial validity and reliability of Aaker's model. Furthermore, significant differences in the Sincerity, Competence, and Excitement dimensions of brand personality were observed among skiers in different stages of the PCM framework. The theoretical and applied implications of integrating a brand personality approach into a stage-based attitudinal framework of activity involvement are discussed.