Search results

The purpose of this paper is to explore the brand relationships between a mega-sports event, the Olympic Games, and its branded main sponsors, using the lens of brand personality.

The study uses the internet-based website communications of the sponsor and event brands to assess congruence in brand personality identity exhibited in the communications of sponsors and how these relate to the event brand itself. A lexical analysis of the website text identifies and graphically represents the dominant brand personality traits of the brands relative to each other.

The results show the Olympic Games is communicating excitement as a leading brand personality dimension. Sponsors of the Olympics largely take on its dominant brand dimension, but do not adapt their whole brand personality to that of the Olympics and benefit by adding excitement without losing their individual character. The transference is more pronounced for long-running sponsors.

Sponsorship of the Olympic Games does give brands the opportunity to capture or borrow the excitement dimension alongside building or reinforcing their own dominant brand personality trait or to begin to subtly alter their brand positioning.

This study is the first to examine how the sponsor’s brand aligns with the event being sponsored as a basis for developing a strong shared image and associative dimensions complimentary to the positioning of the brand itself.

The purpose of this paper is to test the applicability of brand personality theory in the perspective of trade show events, and the influence of trade show event personality on exhibitor’s eudaimonic and hedonic happiness and advocacy intentions.

A total of 210 exhibitors (n=210) of three trade exhibitions, organized at Delhi, India participated in the study. A face to face survey method was used to collect the data.

The results of the study provide sustenance for the event personality and exhibitor’s eudaimonic and hedonic happiness model. The event personality factors significantly affected the meaningful and subjective happiness of exhibitor. Happiness was identified as a key influencer for advocacy intentions. Hedonic and eudaimonic facets of happiness had positive effects on exhibitor’s intention to participate, and word of mouth intention.

The current study provides event marketer a tool for measuring event personality. Event personality is vital to build the event equity and to position the event in the market to gain a competitive advantage over the other events. Happiness as a construct is being studied in various social science studies. This study has attempted to establish a relationship among exhibitor happiness, event personality, and advocacy intentions.

This study contributes to the management literature in two ways: first, Eudaimonic and hedonic happiness constructs have never been explored in the brand personality context. Thus, this research adds a new value to the brand personality literature. And second, the brand personality construct is used for the first time in trade show event context that will open a new domain in brand personality, and event research.

Given the increased competition among running events, it is important for event organizers to comprehend how they can retain a base of loyal customers. The purpose of the present study was to investigate the association between sport event personality and loyalty intentions of runners participating in a running event. More specifically, it examined the relationship of sport event personality dimensions with the overall image of a sporting event as well as the association of event image with runners’ loyalty intentions.

Data were collected from 247 participants of an international running event. A structural equation model analysis was followed.

The results showed that three dimensions of event personality (namely, excitement, sophistication and sincerity) predicted event image, which in turn positively associated with loyalty intentions.

The study discusses how event managers can improve the image of their events in order to increase their customers’ loyalty levels.

This is one of the first endeavors that examined the role of event image, a construct that has not received much attention in the context of road races, in a model concerning event participation.

This paper aims to understand how festival brand personality is built and managed in the social media environment by explaining the intended (by the organizers) festival brand personality and how this concept is communicated and perceived by social media users.

A multi-method research design was used. Initially, a qualitative analysis based on the free-listing psychological meaning approach was adopted. Then, a content analysis of 23,717 Facebook posts and tweets was performed through NVivo11. Finally, the resulting data were examined through a non-parametric statistical analysis.

The results show an “internal brand personality gap” (between the intended and communicated brand personality) and an “external brand personality gap” (between the communicated and perceived brand personality). The findings also highlight the existence of an “ultimate brand personality on social media,” which represents a collective and dynamic construct that is co-created by the organization and its customers through interaction and the key role of the customers’ experiences.

The findings contribute to a theory of event brand personality and its management on social media by showing a case with multiple identities.

Implications for the organizers of festivals and non-sport events are discussed to reduce internal and external gaps and better understand the “fit/unfit problem” when dealing with brand personality on social media.

This paper contributes to a research area that is in its infancy because it is one of the first attempts to analyze festival brand personality and its relationship with social media.

The purpose of this paper is to test: the applicability of Aaker’s (1997) brand personality model in the context of mountain running races; and the influence of event personality on event involvement and loyalty.

In total, 177 runners (n=177) at two mountain running races participated in the study and filled the brand personality (Aaker, 1997) and leisure involvement (Kyle et al., 2004a, b) questionnaires.

The confirmatory factor analysis provided support for the factorial validity of the brand personality and event involvement models. The analysis confirmed also the structural model. Four of the five personality facets (excitement, competence, ruggedness and sincerity) significantly influenced the three dimensions of event involvement, which in their turn influenced event loyalty (intention to participate and W-O-M communications).

The topic of brand personality is important for building brand equity and guiding market positioning in the growing running races sector. The current study provides event organizers with a tool for measuring the personality of their events. Furthermore, it explains how event personality influences the development of event involvement, which is an important variable for the development of event loyalty.

It contributes to the academic literature in two ways: first, the construct of brand personality has not been previously applied in the context of outdoor sport events and especially mountain running races; and second, while it has been theoretically proposed (Aaker, 1997; Keller, 2008) and empirically supported (Eisend and Stokburger-Sauer, 2013) in the general marketing literature that brand personality is associated with positive behavioral and attitudinal (e.g. brand loyalty and brand involvement) outcomes, there has been no published research to test the relationships among brand personality, involvement and loyalty in the context of outdoor sport events.

The objective of this study is to develop a theoretical structure of sporting event personality and to build a measuring scale for that personality. This study identifies five sporting event personality dimensions: diligence, uninhibitedness, fit, tradition and amusement. The findings show that these personality dimensions are related to attitudes towards sporting events, which in turn lead to positive sponsorship evaluation and favourable evaluation of the sponsoring brands.

This empirical study examines the psychometric comparability of Aaker's Brand Personality Scale (Aaker, 1997) in sponsorship matching. It employs a structural validation protocol - the congenerity test (Ohanion, 1990) - to investigate the extent to which sports events and sponsors can be psychometrically matched. The results show that sports events and sponsors are comparable only in terms of limited numbers of the dimensions of the a priori scale. Theoretical and practical implications are discussed.

Was the October Revolution inevitable? If yes, what was its real character? If not, could it have been avoided or taken a different course? What was the role played in it by Lenin? Using the dialectical method of analysis, an attempt is made to provide answers to these questions. The following points are stressed: (1) Given the general and particular conditions of Russian life created by the First World War and the February Revolution, the break with the old democratic mixed capitalist form and the establishment of the new totalitarian state capitalist form of the social development were inevitable. (2) The fact that this process was headed by Lenin was accidental and, hence, avoidable. (3) But Lenin individualised the general and particular features of the October Revolution in terms of the names of the events associated with the revolution, of the time of its occurrence, of its participants and of their positions during and after the revolution.

In this chapter, I investigated how challenges (life events) are negotiated within families according to gender roles and their effect on marriage quality, life satisfaction, and psychological resilience in a nonclinical sample of heterosexual couples (N=159), age 23–78 (M=45.4, SD=11.2), with children (n=127) or childfree (n=32). Specifically, I accounted for the individual’s ability to share “hurt feelings” and foster intimacy within the couple, thus strengthening resilience and improving life satisfaction and hypothesized that the impact of negative life events on both relationship quality and life satisfaction could depend on the resilience levels of each partner and their ratio according to gender roles. Results confirmed the hypothesis and showed significant gender differences in the impact of negative life events on relationship quality, life satisfaction, ability to share hurt feelings, fear of intimacy, and resilience levels. Moreover, the ratio of the partner’s individual resilience affected the dependent variables differently by gender, its level interacted with the age of the couple’s first child (range: 2–54, mean: 21.4, SD: 10.4) and strongly depended on the occupation of the parents.

The objective of this study was to examine the relationships among festival personality, satisfaction and loyalty. Also, the study further analyzed the moderation effect of involvement on the relationships between festival personality, satisfaction and loyalty.

The authors adopt a two-stage mixed-method approach. Through a list of brand personality traits from previous research and in-depth interviews with participants of a film festival, festival personality constructs were identified: exceptional, competent, reliable and cozy. The authors then analyzed an integrative model of festival personality, satisfaction, involvement and loyalty from the qualitative findings. A survey with a convenience sample of 279 film festival participants was conducted.

The findings suggest that festival personality influence satisfaction and loyalty. Furthermore, this study confirms the significant impact of involvement on the relationships between festival personality, satisfaction and loyalty.

This study enables authors to understand the festival personality from the perspective of the visitors and expands the theoretical understanding of how the personality of the festival affects the visitors. The findings of this study suggest that the festival personality can be predictors and determinants of participants' satisfaction and loyalty. Also, this is one of the first attempts to identify the effects of involvement on festival personality and its outcomes. Current research findings demonstrated involvement as a moderator variable in the relationships between festival personality and festival satisfaction and loyalty.