Do Charity Sport Events Function as “Brandfests” in the Development of Brand Community?

Woolf, Jules; Heere, Bob; Walker, Matthew

doi:10.1123/jsm.27.2.95

Cited by 52 publications

(64 citation statements)

References 29 publications

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“…The work that adapts affinity and loyalty concepts from the realm of relationship marketing as applied in industry can be instructive. In particular, we see research associated with building and sustaining brand communities that has had success in industry (cf Algesheimer, Dholakia, & Herrmann, 2005;McAlexander, Schouten, & Koenig, 2002;Muniz & O'Guinn, 2001), showing promise for institutional development (cf Hassay & Peloza, 2009;McAlexander, Koenig, and Schouten, 2006;Miller, 2009;O'Sullivan, 2009;Woolf, Heere, & Walker, 2013). This contemporary research empirically measures alumni affinity as it relates to how the university's graduates assess the value of their degrees, their feelings about the institution's identity, their relationships with the institution's representatives (e.g.…”

Section: Affinity and Givingmentioning

confidence: 95%

Advancement in higher education: the role of marketing in building philanthropic giving

McAlexander

Koenig

DuFault

2014

Journal of Marketing for Higher Education

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This paper empirically explores ways in which marketers of higher education can contribute to the important task of cultivating alumni philanthropy. Advancement professionals understand that philanthropy is influenced by wealth and affinity. As marketers, we anticipate that our contribution resides with investments in building affinity. Using survey data that measure the affinity of alumni of a large US university who have been commercially screened to reveal individual wealth, this paper provides empirical evidence of the relative contributions of affinity and wealth to giving. Logistic regression analysis reveals that affinity has a greater impact on predicting the likelihood of giving than other variables, including prior giving and wealth. Important to marketers, this study emphasizes the importance of building affinity and also uncovers obstacles to affinity formation. This information can be used to bridge and repair alumni relationships with their alma mater and inform segmented marketing communications to foster alumni enthusiasm for giving.

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Section: Affinity and Givingmentioning

confidence: 95%

Advancement in higher education: the role of marketing in building philanthropic giving

McAlexander

Koenig

DuFault

2014

Journal of Marketing for Higher Education

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“…Research into online brand communities has examined how to utilise them in product development (Kim and Bae, 2008); promote consumer participation (Casaló et al, 2008), and how consumers engage with the community (Lee et al, 2011;, Brodie et al, 2013;Baldus et al, 2015). Within sport, extensive empirical work has been carried out into brand communities, focusing on team and other group identities (Heere and James, 2007;Heere et al, 2011a;Heere et al, 2011b), new sport teams (Grant et al, 2011), brandfests (Woolf et al, 2013) and scale-free networks within a new brand community (Katz andHeere, 2013, 2015). A recent study by Yoshida et al (2015a) found that "fan community attachment is the only construct that can predict attendance frequency over a longer period of time", and a further study by Yoshida et al (2015b) found that "fan community identification had positive effects on team brand equity and […] fan community engagement, customized product use, member responsibility, and positive word-of-mouth".…”

Section: Sports Marketing Community and Consumptionmentioning

confidence: 99%

Brand community, loyalty and promise in myfootballclub.co.uk

Guimaraes¹,

Stride

O’Reilly

2016

Sport, Business and Management: An International Journal

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Acknowledgments (if applicable):N/A Biographical Details:Guilherme Guimarães is currently a partner at Ativa Esporte, a sport marketing consultancy, and Director Rio/Sports at the British Council. Following the completion of his MSc at the 2 University of Sheffield as a Chevening scholar, he moved back to Brazil. There, as a Sponsorship Manager for the bid committee and the Brazilian Olympic Committee, he helped Brazil secure the 2016 Olympics. Prior to that he contributed to different companies, such as Unilever, Nestlé, And1, among others, either as an employee or as a provider, totalling more than 15 years of experience. His research interests are around sport marketing and management, sponsorship activation and the effect of new social media in sports.Dr Chris Stride is an applied statistician based at the Institute of Work Psychology, University of Sheffield, but publishing across a wide range of social science disciplines. He is particularly interested in the use of statistical methods to support and add rigour to research in areas where advanced quantitative analysis would traditionally be considered an anathema. Current personal research interests include cheating and ethics in football, the effects of residential and environmental design upon occupant's well-being, and commemorative cultures and nostalgic branding in sport and leisure.Dr Daragh O'Reilly is a lecturer in marketing at the Sheffield University Management School.His research interest is in the relationship between markets, culture and consumption, with a particular focus on brands and culture. Structured Abstract:Purpose 3 The primary purpose of this paper is to link the notions of brand community, loyalty and promise as a reminder to marketers of the importance to brand communities of keeping their commercial promises. Design/methodology/approachThe paper reports on a questionnaire survey (n=500) of members of a sport brand community as part of an investigation into the relationship between brand community and brand loyalty. FindingsBrand loyalty was predicted by age, frequency of attendance, motivations for joining the brand community and the degree to which expectations built by the brand promise are met. Research limitations/implicationsIn common with many inquiries in the area of brand community, this is a single case study. It is primarily a cross-sectional study, with a minor longitudinal element. Practical implicationsBranding practitioners and consultants with responsibility for brand community management issues need to balance the consumer-to-consumer dimensions of community with a careful understanding and operationalisation of the brand promise. Originality/value (mandatory):4 This is the first paper to integrate the constructs of brand community and brand loyalty with that of brand promise. Keywords:Brand management, Brand community, brand loyalty, brand promise myfootballclub.co.uk Article Classification:Research paper 5 IntroductionIn 1973, Boorstin first put forward the notion of consumption communities (Friedman et al., 199...

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“…Participants interact with sponsors through the event as well as the event's association with the charity/cause (Woolf, Heere, & Walker, 2013). Sponsors may have a direct link to the event, producing a high level of sponsor event congruence for participants.…”

Section: Linking the Charitable Eventmentioning

confidence: 99%

“…Several studies have examined participant motivations for participating in charity-affiliated sporting events and involvement or identification with the charity (Bennett et al, 2007, Woolf et al, 2013. Filo et al (2007Filo et al ( , 2009Filo et al ( , 2010Filo et al ( , 2011 offer a series of studies examining participant motives for charitable giving, intention to purchase from the sponsor, and repeat attendance at fund raisers.…”

Section: Attitudes Toward the Charity Or Causementioning

confidence: 99%

“…In this study, we examine participants of a charitable run whose participation may be either associated with the physical activity or the charity. Although several studies have examined the motives for participation with a charity, an event, or a sponsor (Bennett, Mousley, Kitchin, & Ali-Choudhury, 2007;Filo, Funk, & O'Brien, 2007, 2009, 2010Filo, Funk, O'Brien, Dwyer, & Fredline, 2008;Woolf et al, 2013), these studies have not examined direct sponsorship effects on participants.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

What is Most Important in Transferring Goodwill from Charity Run Participants to Sponsors?

Smith¹,

Pitts²,

Wang³

et al. 2015

Event Management

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This study examines whether event factors (satisfaction with the event, attitudes towards the event, and attitudes toward the activity) or program factors (sponsor fit and perceptions of corporate citizenship) are the most influential in shaping participants' attitudes towards sponsors. Structural Equation Modeling was applied to data from an annual charitable run located in the southeastern US. Results indicate that the quality of the event was a secondary factor in determining brand equity transference between sponsors and participants as measured by attitude toward the sponsors. Perceptions of corporate citizenship and sponsor fit were the most influential factors in transference. Overall this study addresses the need to examine local and smaller events and sponsorship effects.

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Do Charity Sport Events Function as “Brandfests” in the Development of Brand Community?

Cited by 52 publications

References 29 publications

Advancement in higher education: the role of marketing in building philanthropic giving

Advancement in higher education: the role of marketing in building philanthropic giving

Brand community, loyalty and promise in myfootballclub.co.uk

What is Most Important in Transferring Goodwill from Charity Run Participants to Sponsors?

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