Publikace na 1. lékařská fakulta, Fakulta tělesné výchovy a sportu |
2011
Abstrakt
This article presents the results of brand personality research of big sport events on the example of Summer Olympic Games. The research is based on the methodology standardized by the American author J.
Aaker who specializes in the field of brand management. According to this research 42 features of sport brands were evaluated and subsequently divided into 5 dimensions.