This study attempts to explore how to enhance CPBL team?s identification by means of brand personality. Specifically, we focus on the antecedents of brand personality (i.e., CIS, player?s image, and parent company?s image) and its consequence (i.e., fan?s identification). In addition, Aaker (1997)?s measurement of brand personality is used to evaluate four team?s brand personality. This study uses internet-based questionnaire to collect data. The related information of questionnaire was posted on CPBL teams? official websites and related blogs. Besides, we also forwarded information of questionnaire by e-mail. Finally, 470 valid questionnaires were obtained in total. The results found that CIS, player?s image, and parent company?s image could significantly influence dimensions of brand personality. Moreover, brand personality can significantly enhance the levels of team?s identification. Our findings not only provide a new way to contribute to the development of CPBL but also arouse academic attention to the role of brand on sport marketing.
