Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The Olympic Games and associative sponsorship: Brand personality identity creation, communication and congruence
School of Business, Australian College of Kuwait, Kuwait City, Kuwait.
School of Business, Nipissing University, North Bay, Canada.
School of Business, Economics and Law, Göteborg University, Gothenburg, Sweden.ORCID iD: 0000-0002-0419-8654
Norwich Business School, University of East Anglia, Norwich, UK.
2020 (English)In: Internet Research, ISSN 1066-2243, Vol. 30, no 1, p. 85-107Article in journal (Refereed) Published
Abstract [en]

Purpose: 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. Design/methodology/approach: 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. Findings: 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. Practical implications: 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. Originality/value: 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.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2020. Vol. 30, no 1, p. 85-107
Keywords [en]
Brand personality, Mega-events, Olympic sponsorship, Sports marketing, Website communications
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-54559DOI: 10.1108/INTR-07-2018-0324Scopus ID: 2-s2.0-85074821398OAI: oai:DiVA.org:hj-54559DiVA, id: diva2:1591403
Available from: 2021-09-06 Created: 2021-09-06 Last updated: 2021-09-06Bibliographically approved

Open Access in DiVA

No full text in DiVA

Other links

Publisher's full textScopus

Authority records

Aagerup, Ulf

Search in DiVA

By author/editor
Aagerup, Ulf
In the same journal
Internet Research
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 65 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf