Rozpoznawalność, wizerunek i medialność przedstawicieli polskiego sportu – możliwe implikacje biznesowe
Recognition, Image and Mediality of Polish Sport Representatives – Possible Business Implications

Summary/Abstract: The aim of the conducted research was to determine the relationship between recognition, image and mediality in 80 representatives of Polish sport, and through it to gain knowledge which will enable making more rational choices by representatives of advertising, public relations, marketing and sports sponsorship markets in building business strategies. In the survey participated 1,000 people interested in sport, obtained from the Pentagon Research analytical database. The originality of the proposed research approach is based on the assessment of the marketing position of Polish sport representatives through simultaneous examination of three factors and on the attempt to determine their mutual relations. The obtained results showed the convergence of the recognition and image positions and the large discrepancies between recognition and image in combination with mediality.

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