Sorry but this runs way deeper than marketing because it is also what the other players want. In basketball, big personalities can be big and unusual because guess what, you're stuck with them. In hockey this is only true for the very, very best players, who have, as a rule, been boring as dirt, quite possibly because they grew up training to be hockey players. Ovechkin and Jagr kind of have a bro-sense of humor, but Gretzky, Crosby, and McDavid are extremely boring as people. Ask PK Subban how being loud and interesting worked out for him - got him a nice TV gig after his career, but I don't think his teammates really appreciated it.
Basketball is way more popular than hockey for many reasons (accessibility of play, ease of watching/following the game), I do think one small reason is the personalities but you can't change the people you have.