Calculating Brand—Sport Personality Fit lndices.
Personality fit indices were calculated for all 25 combinations of brands and sports. These calculations Were made at the individual level; thus, for each subject, 25 fit indices were created. The fit indices are the Euclidean distance between the personality measures of a sponsor and that of a particular sport. The Euclidean distance was based on the factor scores of 20 personality measures. The factor scores were formed by averaging the individual it-ems With significant loadings. This method of forming factor scores is often done in applied market research (Hair et al., 1995). Formally, Brand — Sport personality fit
=√(∑_(i=1)^4▒〖(bpfi-spfi)〗) 2