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’ br...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Karolinum Press
2019-06-01
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| Series: | Acta Universitatis Carolinae: Kinanthropologica |
| Subjects: | |
| Online Access: | http://www.karolinum.cz/doi/10.14712/23366052.2019.4 |