Popularity Of Czech Sportsmen And Their Inclusion As Brand Ambassadors
Vol.8,No.2(2014)
One of the effective tools in marketing communication is connecting a company brand with a well- known person. Such a celebrity is then called a brand ambassador. This paper presents the analysis of a representative marketing survey which aimed at identifying the best-known Czech sports celebrities. The research is being conducted as a tracking one. This study compares familiarity and popularity of Czech sportspersons before and after the Olympic Games in Sochi. The respondents were also asked in what extent they would want the celebrity to be media focused in the future. The research also brings data for creating a perception map that is based on the methodology known as “Need Scope”. This method puts forward the layout of the emotional attributes that respondents correlate with the celebrity. All these characteristics can be successfully used when matching the celebrity with the most appropriate brand.
brand ambassador; sports celebrity; marketing research
Aaker, D. A. (2009). Managing brand equity. Simon and Schuster.
Anderson, M., & Ekman, P. (2009). Ambassador networks and place branding. Journal of Place Management and Development, 2(1), 41-51. https://doi.org/10.1108/17538330910942799
Brunello, A. (2013): The relationship between integrated marketing communication and brand equity. International Journal of Communication Research, 3(1), 9-14.
Kapferfer, J. N. (2012): The New Strategic Brand Management: Advanced Insights and Strategic Thinking. London, Kogan Page Limited
Lala, G. (2011): Marketing communications: Conceptual approaches. In The Proceedings of the International Conference “Marketing - from Information to Decision (pp. 199-209). Cluj-Napoca: Babes Bolyai University
Přikrylová, J., & Jahodová, H. (2010). Moderní marketingová komunikace. Grada Publishing as.
Stříteský, V. (2011) Možnosti demografické segmentace při cílení reklamy na internetu. In: Bačuvčík, R. a kol. Tradiční a nové v marketingové komunikaci. Zlín: VeRBuM, 2011, s. 165–172. 218 s
Šindler, P. (2003). Event marketing: Jak využít emoce v marketingové komunikaci. Grada Publishing as.
Tomek, I. & Stříteský, V. & Tahal, R. (2013) Segmentation of Czech Consumers Based on the Attitudes Towards Money. Central European Business Review, 2(2), 19-24. https://doi.org/10.18267/j.cebr.42
[1] Vysoká škola ekonomická v Praze. (2014). [online]. [cit. 2014-10-20]. Dostupné z WWW: http://kmg.vse.cz/veda-a-vy-zkum/celebrity-monitor/.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright © 2017 Studia sportiva