Popularita českých sportovců a jejich uplatnění jako tváří firemních
Popularity of Czech sportsmen and their inclusion as brand ambassadors

Summary/Abstract: One of the effective tools in marketing communication is connecting a company brand with a well known person. Such celebrity is then called brand ambassador. This paper presents the analysis of the representative marketing survey which aimed at identifying the best known Czech sports celebrities. The research is being conducted as a tracking one. That´s why this study compares familiarity and popularity of Czech sportspersons before and after the Olympic Games in Sochi. The respondents were also asked in what extent they want the celebrity to be medialized in the future. The research also brings data for creating a perception map that is based on the methodology known as “Need Scope”. This method puts forward the layout of the emotional attributes that respondents correlate with the celebrity. All these characteristics can be successfully used when matching the celebrity with the most adequate brand.

• Details
• Contents