Acta Universitatis Carolinae Kinanthropologica (AUC Kinanthropologica) is an international peer reviewed journal for the publication of research outcomes in the humanities, the social sciences and the natural sciences, as applied to kinathropology. It is a multidisciplinary journal accepting only original unpublished articles in English in the various sub-disciplines and related fields of kinanthropology, such as Anthropology, Anthropomotorics, Sports Pedagogy, Sociology of Sport, Philosophy of Sport, History of Sport, Physiology of Sport And Exercise, Physical Education, Applied Physical Education, Physiotherapy, Human Biomechanics, Psychology of Sport, Sports Training and Coaching, Sport Management, etc. The journal also welcomes interdisciplinary articles. The journal also includes reports of relevant activities and reviews of relevant publications.
The journal is abstracted and indexed by CNKI, DOAJ, EBSCO, ERIH PLUS, SPOLIT, SPORTDiscus, and Ulrichsweb.
AUC KINANTHROPOLOGICA, Vol 55 No 1 (2019), 32–48
Effect of long-term sponsorship of the Škoda Auto brand and international sport events on congruence of brand personality
Eva Čáslavová, Andrej Višněvský
DOI: https://doi.org/10.14712/23366052.2019.4
zveřejněno: 25. 06. 2019
Abstract
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.
klíčová slova: sponsorship; brand personality transfer; sport marketing; brand strategy; Ice Hockey World Championship; Tour de France
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Effect of long-term sponsorship of the Škoda Auto brand and international sport events on congruence of brand personality is licensed under a Creative Commons Attribution 4.0 International License.
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cena tištěného čísla: 190 Kč
ISSN: 1212-1428
E-ISSN: 2336-6052
