Publication at Faculty of Physical Education and Sport |
2010
Abstract
This article presents results of the analysis of various brand personality measurement methods and concentrates on the new brand personality measurement method from Geuens, Weijters and De Wolf. This method builds on the method from J.
L. Aaker, whereas, it seeks to eliminate its shortages and to create generalizable method for measuring brand personality of various brands across different countries.
The main goal of this article is to adapt this method to the Czech conditions and to create on its basis a scale of variables that can be used for the brand personality measurement of any sport brand in the Czech Republic.