HOW THE "BRAND PERSONALITY" CAN BE PERCEIVED IN MAJOR SPORTING EVENTS (Atena Editora)

Abstract

Making sporting events, such as the Olympic Games, viable requires huge investments. Among the possible sources of revenue, there are funds from sponsoring companies that, as a result, have their brands associated with the Games. But is there a return on investment made by such companies? Thus, the objective of this study was to identify the effectiveness of the association of the brands of the main sponsoring companies with the brand of the Olympic Games, in the case of the Rio 2016 Games. Such effectiveness was verified through the Traces of personality of the brands. The study was exploratory, cross-sectional, with the application of a survey in a sample composed of spectators (in person or not) of the Games, consumers or not of the sponsoring brands. Brand personality traits were captured through 05 constructs: Credibility, Diversion, Audacity, Sophistication and Sensibility. The Credibility, Audacity, Sophistication and Sensibility dimensions were found in some of the brands. However, the Diversion dimension did not prove to be significant for any of the brands. Therefore, on the whole, the association of brand personalities was partial. The study contributes to the theoretical discussion of the effectiveness of marketing strategies, especially sports.