Graduation Year
Spring 2013
Document Type
Campus Only Senior Thesis
Degree Name
Bachelor of Arts
Department
Psychology
Reader 1
Sarah Smith Orr
Rights Information
© 2013 Alex F. Smith
Abstract
Personality and brand factors were examined to determine if consumers of certain personality dimensions would be more favorable toward specific brand factors of three major sports media companies: Sports Illustrated, ESPN, and Fox Sports News. College-age sports news followers were tested to ascertain personality, brand evaluation, and media usage. Findings disclosed associations of personality dimension and brand preference, for example, “Agreeable” participants favored ESPN branding. Participants scoring low on “Extroversion” favored the Sports Illustrated brand. Other findings included an association between “Agreeableness” and TV; and frequent digital media users favored ESPN. Findings have implications for integrating personality research in marketing strategies that target college-age consumers.
Recommended Citation
Smith, Alex F., "The Relationship of Consumer Personality and Company Branding Among Market Leaders in the Sports News Media Industry" (2013). CMC Senior Theses. 585.
https://scholarship.claremont.edu/cmc_theses/585
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.
