Chanho Kang’s research while affiliated with University of North Alabama and other places

Introduction 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 the general brand personality conceptualization to sport teams remain. In addition, the approach's limited generalizability, inadequate methods for selecting descriptors, and biases in team (brand) selection pose significant challenges to make a valid and reliable team personality scale in sports. Methods 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 analyzing a set of 99 sport-specific personality descriptors based on the lexical approach, 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. Results 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. Discussion 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.