A hierarchical analysis of perceived team personality traits in sport

Chanho Kang ^* Jonathon Allen Jim Watkins

• University of North Alabama, Florence, United States

This study aims to revisit and enhance the foundational concept of perceived team personality by addressing critical conceptual and methodological challenges in previous brand personality studies. While prior studies have identified team personality dimensions and developed measurement scales, ongoing ambiguities in applying Aaker's (1997) brand personality framework to sport teams, the limited generalizability of existing scales, the challenges in selecting appropriate descriptors, and biases in team selection remain unresolved.To overcome these limitations, this study employs a lexical approach from personality psychology, which posits that fundamental personality dimensions emerge naturally from the adjectives people use to describe themselves and others. By systematically analyzing 99 sportspecific personality descriptors, this study explores hierarchical solutions ranging from one to six factors to determine whether perceived team personality dimensions align with established human personality models, such as the Big Five and HEXACO frameworks. Findings reveal that the five-and six-factor models exhibit strong conceptual alignment with these established human personality structures, demonstrating the efficacy of the lexical approach in capturing sport team personality. This research strengthens the theoretical and methodological foundation for assessing team personality in sport by providing a solid framework that better aligns with consumer perceptions. These insights may contribute to a more precise and contextually relevant understanding of team personality, offering implications for sport brand management, consumer engagement strategies, and long-term team positioning.