The Role of Age Moderating Perceived Brand Personality and Team Identification of Premier Soccer League Teams

Abstract

The purpose of this study was to investigate the role of age as a moderator between brand personality and team identification of Premier Soccer League teams in South Africa. The study employed a descriptive research and quantitative method. Data was collected using a self-administrated method. The results of this study revealed that age moderates only two brand personality factors, namely success and sincerity. Therefore, age moderates the relationship between success and sincerity to influence team identification among Premier Soccer League teams. Regarding the other two brand personality factors, namely sophistication and ruggedness, age was found not to be a moderator influencing team identification among Premier Soccer League (PSL) teams. Therefore, the PSL teams’ brand managers are advised to be very careful in planning and managing their teams’ brand performances linked to these two factors of brand personality (successful and sincerity) as moderated by age influencing team identification among PSL teams. In doing so, the level of team identification will continue to grow and be balanced, as all age groups are accommodated.

Keywords

• brand
• brand personality
• psl
• team identification
• age
• south africa