Campus Only Senior Thesis
Bachelor of Arts
Sarah Smith Orr
© 2013 Alex F. Smith
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.
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.
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