The effect of personality traits on the reasons for preferring sports brands of sports organization employees (Example of Aegean Zone)

The aim of this research is to reveal the effect of personality traits on the brand preferences of sports experts working in the Provincial Directorate of Youth and Sports, who are considered sports consumers. The study used a quantitative technique and a scanning model. The research population consists of specialists, sports education specialists, and sport education specialists employed between 2021 and 2022 by the Provincial Directorate of Youth and Sports in the Aegean region. In contrast, the study's dataset comprised of 208 personnel who volunteered to participate in the research after being selected using a purposeful sampling technique. In the research, questionnaire survey was used as a data collection technique. The "Five Factor Personality Inventory" developed by Goldberg (1990) and transformed into Turkish by Öztürk, Ünal, and Kepoğlu (2020) was used to determine the personality traits of the participants in this study. Using the "Sport Brand Preference Scale" developed by Tozoğlu (2009), the participants brand preferences were determined. The SPSS 25.0 statistical program was utilized for the analysis of the research's data. As a result of the research, it has been determined that the personality traits of the sports brand preferences of the Provincial Directorate of Youth and Sports's sports experts have a positive effect on the brand preferences.