Effect of long-term sponsorship of the Škoda Auto brand and international sport events on congruence of brand personality

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Effect of long-term sponsorship of the Škoda Auto brand and international sport events on congruence of brand personality

Popis výsledku v původním jazyce

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&apos; 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 &amp; 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&apos;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.

Název v anglickém jazyce

Effect of long-term sponsorship of the Škoda Auto brand and international sport events on congruence of brand personality

Popis výsledku anglicky

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&apos; 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 &amp; 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&apos;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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

30306 - Sport and fitness sciences

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Acta Universitatis Carolinae. Kinanthropologica

ISSN

1212-1428

e-ISSN

—

Svazek periodika

55

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

17

Strana od-do

32-48

Kód UT WoS článku

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EID výsledku v databázi Scopus

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