Effect of long-term sponsorship of the Škoda Auto brand and international sport events on congruence of brand personality
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11510%2F19%3A10395346" target="_blank" >RIV/00216208:11510/19:10395346 - isvavai.cz</a>
Result on the web
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=ioCHx6Ibm4" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=ioCHx6Ibm4</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.14712/23366052.2019.4" target="_blank" >10.14712/23366052.2019.4</a>
Alternative languages
Result language
angličtina
Original language name
Effect of long-term sponsorship of the Škoda Auto brand and international sport events on congruence of brand personality
Original language description
The research examines the influence of long-term sponsorship on congruence (perceived consensus) of personal characteristics between Škoda Auto and sponsored international sport events such as the Ice Hockey World Championship and Tour de France. To identify personalities of these three subjects' brands we used a standardised personality scale created by Geuens, Weijters and De Wulf in 2009, which was developed to measure brands of various product categories. To measure personality congruence we used the absolute differentiation method (Gwinner & Eaton, 1999). Data were collected via online questionnaires in January and February 2015. The research file formed a quote sample of 250 Prague respondents. Personal characteristics were evaluated via a seven-point Likert's scale expressing a degree of agreement or disagreement. The results show that the Škoda Auto brand is mostly characterized by the Responsibility dimension, whereas the brands of international sport events such as the Ice Hockey World Championship and Tour de France are mostly characterized by the Activity dimension. Respondents marked Aggresivity and Emotionality as undescriptive dimensions of Škoda Auto, and Simplicity and Emotionality as undescriptive dimensions of international sport events.
Czech name
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Czech description
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Classification
Type
J<sub>ost</sub> - Miscellaneous article in a specialist periodical
CEP classification
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OECD FORD branch
30306 - Sport and fitness sciences
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Acta Universitatis Carolinae. Kinanthropologica
ISSN
1212-1428
e-ISSN
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Volume of the periodical
55
Issue of the periodical within the volume
1
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
17
Pages from-to
32-48
UT code for WoS article
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EID of the result in the Scopus database
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