Effect of long-term sponsorship of the Škoda Auto brand and international sport events on congruence of brand personality

The research examines the influence of long-term sponsorship on congruence (perceived consensus) of personal characteristics between Škoda Auto and sponsored international sport events such as the Ice Hockey World Championship and Tour de France. To identify personalities of these three subjects’ brands we used a standardised personality scale created by Geuens, Weijters and De Wulf in 2009, which was developed to measure brands of various product categories. To measure personality congruence we used the absolute differentiation method (Gwinner & Eaton, 1999). Data were collected via online questionnaires in January and February 2015. The research file formed a quote sample of 250 Prague respondents. Personal characteristics were evaluated via a seven-point Likert’s scale expressing a degree of agreement or disagreement. The results show that the Škoda Auto brand is mostly characterized by the Responsibility dimension, whereas the brands of international sport events such as the Ice Hockey World Championship and Tour de France are mostly characterized by the Activity dimension. Respondents marked Aggresivity and Emotionality as undescriptive dimensions of Škoda Auto, and Simplicity and Emotionality as undescriptive dimensions of international sport events.