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Exploring Brand Personalities of Major Sports Events

This article evaluates the brand personalities of significant sports events like the Summer Olympics, FIFA World Cup, and Tour de France. The research aims to improve marketing strategies and examines the Czech student population's perceptions through questionnaires. Results show positive feedback on important traits. The study discusses variables, relationships, and validity issues, highlighting the impact of brand personality testing on external and internal validity. The methodology, findings, and implications for future research are examined in this insightful study.

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Exploring Brand Personalities of Major Sports Events

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  1. Group presentation The Brand Personality of Large Sports Events adam, andy, ashley, cody, matt, mike

  2. Article overview • Purpose • Evaluating Brand Personality in “big time” sporting events • Methods • Questionnaire Standardized by J. Aaker • Results • Overall Positive

  3. purpose • Brief Details • Identifying Brand Personality Traits of the Summer Olympics, FIFA World Cup, and Tour de France. • Analysis will modify future marketing strategies in connection with these events. • Expectations • The researchers believe they will receive positive attitude towards brand personality

  4. methods • Participants • A group of Czech students 21-25 years old • Less then 40% were male • Task • Measure brand personality for three sports events of world significance based on human characteristics • Procedure • Written Questionnaires • Subjects evaluated personality traits using a five-point Likert scale • 1 being fully descriptive, 5 being not at all descriptive

  5. results • Overall the three brands received positive feedback in every important trait. • Summer Olympics • Proper, Sincere, Exciting, Unique, Hard Working, Successful, Self-Confident, Upper Class, Splendid, Striking with Team Spirit • World Cup • Modern, Exciting, Spirited, Successfulm Self- Confident, and Male with a Strong Team Spirit • Tour de France • Hard Working, Successful, and Male

  6. Answering the questions…

  7. variables • What were the main independent and dependent variables in the study? • Dependent: Brand personality traits • Independent: Sports events that are perceived either positively or negatively by consumers

  8. Relationship of interest • What was the relationship of interest in the study? • The relationship between a consumer and a sport event, specifically brand personality

  9. External validity • Sampling strategy • Non-Probabilistic • Purposive • No random Selection • They specifically chose college students through the ages of 21-25 for subjects. Easiest to generalize to.

  10. External validity • Generalizations • Population: 296 university students, mostly 21-25 years of age, was used as subjects for this study. Less then 40% were male • Setting: Prague, Czech Republic. More specifically anywhere you attend a sporting event. • Time: Recently done. Also pertaining to the years the games will take place (2020)

  11. External validity • “Does it generalize to the population of interest?” • The study is generalizing to the Czech population that attends sporting events, mainly 21-25, however it is reasonable to say that it is generalizing to the whole population in the Czech Republic

  12. External validity • Issues • Population vs. sample • Male to female ratio • International sporting events • Interaction of selection and treatment • Interaction of testing and treatment

  13. Construct validity • Brand personality • Comprehensive measure of brand personality • There were some traits presented that seemed to peculiar to us and could have been omitted • The authors do throw some of these out in their discussion, but we did not see the need of them being presented as an option • There was face validity that these traits represented brand personality because the authors did get this description of brand personality from an expert in the field • The authors did mention all four components of brand identity , but only talked about brand personality in detail

  14. Construct validity • Brand Personality Questionnaire • Used a questionnaire developed by J. Aaker, and expert in the field, to test brand personality • The authors omitted some negative traits because the authors stated that brands are typically linked to positive associations • No mention of when the testing took place • Testing was only administered one time

  15. Construct validity • Threats • Mono-Operational Bias • There is only one time that this construct is operationalized • We think it can be easily argued that the responses of the subjects could easily have been influenced or manipulated by outside events taking place at the same time • Hypothesis Guessing • There is a lot of discussion about the possibility of the Olympics coming to Prague throughout this study • The participants could easily think that they have the power to influence this event taking place and score the brand personality of the Olympics in a positive light

  16. Internal validity • Design X O or X O1,2,3,4,5

  17. Internal Validity • Temporal precedence: • This study doesn’t have Temporal precedence because there is no way reason to prove that something changed before and after the testing. This experiment is having them fill out a questionnaire so there is no need to have a pre-test • Covariation: • This study doesn’t have Covariation of cause and effect because there is no pre-test and the researches are simply using a questionnaire to find the brand awareness • Alternative explanations: • Also no alternative explanations because of the reasons stated above

  18. Internal validity • Threats: • Single group threats • History threats

  19. Audience questions…

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