Identification of Ice Hockey World Championship International Sports Event through Brand Personality
Abstract
This research focused on the dimensions of brand personality of the Ice Hockey World Chamionship sporting event. The autors compared the elemenmts in rellation to different democratic groups including gender, age, level of education and student status of the population of Prague.
Moreover, the differences of opinions of respondents who had experience of visiting a sports event and those who had not were assessed. the modified scale consists of five dimensions: responsibility, activitry, toughness, individuality and emotionality, non of which was peviouslz tested. The authors had an intentional sample of 291 respondents from 18 years to years.
The results suggest that the Ice Hockey World Championship is most identified with these dimensions : responsibility, emotionality and activity. Man had higher mean scores (4,93) on the Likert scale int he emotionality dimension, in the activity dimension, while women had higher mean scores (4,91) in the acitivity dimension.
Those respondents with experience visiting an Ice Hockey world Championship match had the highest mean score (5,10) in the emotionality dimension. This research had expected to show more pronounced mean values (above six)) on the Likert scale in the emotionality and activity dimensions tha more strongly charaterize the brand personality of the Ice Hockey World Championshjip, however this expectation was not comfirmed.