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Purpose This paper aims to investigate word of mouth as a consequence and information, entertainment, social interaction and remuneration motivations as antecedents of consuming, contribution and creating behaviours as consumers’ online brand-related activities (COBRAs). Design/methodology/approach As an empirical test of the proposed conceptual model, the quantitative research features an online survey of a sample of 359 German Facebook users. Findings Word of mouth benefits from consuming behaviour but not contributing or creating behaviours. Therefore, brand-related outcomes can be realised solely through the consumption of brand-related content. Consuming behaviour is positively affected by social interaction and entertainment motivations. Research limitations/implications Further research could investigate the conceptual model in other social networks, as well as validate the findings in other cultural settings. Potential moderators also should be considered in further research. Practical implications In addition to tracking contributing and creating behaviours, brand managers should measure consuming behaviour. This paper provides new insights into how consumer motivations influence different COBRA types. Originality/value This study is the first to analyse the distinct effects of consuming, contributing and creating behaviours of SNS brand page followers on word of mouth as an offline brand-related consequence. It also represents the first study to investigate the unique effect of creating behaviour on an offline brand-related outcome. Furthermore, this study is the first to analyse the effects of all four types of motivations on any COBRA type quantitatively with an appropriate statistical analysis that allows distinguishing relevant from irrelevant motivations.

Michael Schadeis postdoctorate and lecturer at University of Bremen, Germany. His research interests include Strategic Brand Management, Sport Brand Management, and Place Branding. Rico Piehler is postdoctorate and lecturer at University of Bremen, Germany. His research interests include Strategic Brand Management, Internal and Employer Branding, and Sport Brand Management. Christoph Burmann is professor at University of Bremen, Germany. His research interests include Strategic Brand Management and Marketing.ABSTRACT The concept of brand personality has become a popular topic in relation to professional sport clubs. The aim of the article is to develop and validate a new brand personality scale for professional sport clubs (sport club brand personality scale, SCBPS). The study includes a five-phase process, with three data collections. The SCBPS is developed and validated using an established, approved process. Consequently, the SCBPS reveals greater reliability and validity than former scales. Furthermore, the scale covers the different dimensions of former brand personality scales for professional sport clubs, and additionally contains further dimensions ('Rebellious') that can help sport clubs to build strong brand images. The proposed measure contains only personality traits and, therefore, applies a strict definition of brand personality. This article offers a framework for theoretical discussion and provides sport club managers with a tool to build strong brands.

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