GROUP PRESENTATION

THE BRAND PERSONALITY OF LARGE SPORTS EVENTS

ADAM, ANDY, ASHLEY, CODY, MATT, MIKE

ARTICLE OVERVIEW

• Purpose• Evaluating Brand Personality in “big time” sporting

events

• Methods• Questionnaire Standardized by J. Aaker

• Results• Overall Positive

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

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

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

Answering the questions…

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

RELATIONSHIP OF INTEREST

• What was the relationship of interest in the study? • The relationship between a consumer and a sport event,

specifically brand personality

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.

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)

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

EXTERNAL VALIDITY

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

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

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

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

INTERNAL VALIDITY

• DesignX O orX O1,2,3,4,5

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

INTERNAL VALIDITY

• Threats:• Single group threats• History threats

Audience questions…