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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Identification of brand personality of international sports event Ice Hockey World Championship
 Višněvský, Andrej ; Čáslavová, Eva (advisor) ; Omcirk, Vilém (referee)
Title: Identification of brand personality of international sports event Ice Hockey World Championship Objectives: To identify with the aid of method for measuring brand personality the attributes apposite for brand Ice Hockey World Championship across the Prague population. Methods: After the literature regarding to brand personality has been perused the standardized method for measuring brand personality according to Geuens, Weijters, De Wulf (2009) has been chosen. Subsequently the method has been modified according to recommendations of Jana Petráčková (2012). These recommendations improve the measurement of the brands of international sports events. Results: The brand Ice Hockey World Championship is the most given a true picture of dimensions such as responsibility, activeness and emotionality. This international sport event stands mostly characterized as stable, active and trustworthy. On the other hand the least characteristic dimensions were tenaciousness and distinctiveness while the least typical attribute was brave. Keywords: brand personality, marketing research, international sports events, Ice Hockey World Championship
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Comparative Studies of Promotion IIHF World Championship
 Chalupský, Jiří ; Tripes, Stanislav (advisor) ; Kincl, Tomáš (referee)
This bachelor thesis is a comparative analysis of the Ice Hockey World Championships promotion. The main objective is to analyze the promotion of last three Ice Hockey World Championships and then answer questions that could possibly open up discussion on dependence between promotion and attendance at the Ice Hockey World Championships. The main question is if there are any particular differences in promotion that influenced the attendance at last three championships. All relevant data were analyzed by using descriptive statistics. In this bachelor thesis were analyzed forms of promotion and its content. Conclusion of this thesis claims that the promotion could affect the attendance at the Ice Hockey World Championship. It is therefore necessary to mention that there are many other factors that could affect the Ice Hockey World Championship attendance.
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