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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.

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  1. Group presentation The Brand Personality of Large Sports Events adam, andy, ashley, cody, matt, mike

  2. Article overview • Purpose • Evaluating Brand Personality in “big time” sporting events • Methods • Questionnaire Standardized by J. Aaker • Results • Overall Positive

  3. 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

  4. 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

  5. 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

  6. Answering the questions…

  7. 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

  8. Relationship of interest • What was the relationship of interest in the study? • The relationship between a consumer and a sport event, specifically brand personality

  9. 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.

  10. 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)

  11. 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

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

  13. 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

  14. 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

  15. 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

  16. Internal validity • Design X O or X O1,2,3,4,5

  17. 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

  18. Internal validity • Threats: • Single group threats • History threats

  19. Audience questions…

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