Linking place, mega‐event and sponsorship evaluations

Nadeau, John; O’Reilly, Norm; Heslop, Louise A.

doi:10.1108/10610421311321004

Cited by 8 publications

(9 citation statements)

References 49 publications

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“…While there has been little research examining the relationship of all three images (sponsors, mega-events and host locations) (O'Reilly et al, 2007), a recent study on the topic found that these entity images are related (Nadeau et al, 2013). In a study on sponsor, host country and mega-event images around the Beijing Olympics, the authors found that the host place image was indirectly related to sponsor images through the image of the Olympic Games themselves.…”

Section: Relationship Of Place Image With Sponsor and Mega-event Imagesmentioning

confidence: 99%

“…Hosts may also be motivated by attracting business interest and long-term investment. Evidence exists in the literature that sport mega-eventsthe Olympic Games in particularprovide place marketers with a platform to re-brand a place image as they have the ability to enable the association of the mega-event, with all its excitement and glamour and the city subconsciously in the minds of consumers (Yuan and Chong, 2007;Nadeau et al, 2013).…”

Section: Sponsorshipmentioning

confidence: 99%

“…The nexus of host place, sponsor and mega-event images has recently gained some attention in the literature (Nadeau et al, 2013). However, previous research was limited in examining only pairing of the images independently.…”

Section: Relationship Of Place Image With Sponsor and Mega-event Imagesmentioning

confidence: 99%

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Cityscape promotions and the use of place images at the Olympic Games

Nadeau

O’Reilly

Heslop

2015

Marketing Intelligence &Amp; Planning

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Purpose – The purpose of this paper is to investigate the extent that marketers are using place-based images to promote their brands within the host city of the Olympic Games. It is thought that non-sponsors may use place imagery as an alternate way to affiliate with the event or sponsors may use place to enrich their sponsorship activity. Design/methodology/approach – The study uses an observation-based approach to collect a sample of place-based promotional activity that is accessible to pedestrians during the 2012 Olympic Games. Findings – Results reveal that official sponsors and non-official sponsors are both using place-based imagery in their promotions within the host city of the Olympic Games. However, non-sponsors use place images more frequently than sponsors of the event. Place images were invoked by promoters using country flags most frequently followed by icons and explicit mention of place. The leading dimensions of place images employed by marketers include country character, the built environment and people competence. Place-based promotional activity was frequently observed in shopping areas, transportation, sports venues and in free media. Research limitations/implications – Results provide justification for future research in the area. Specifically, the need for empirical work based on surveys of consumers and interviews with practitioners are noted. Practical implications – In an era of highly protected event marketing rights, the existence of promotions based on place images can be a useful application for official sponsors to leverage their investments and protect their exclusivity. Similarly, results are beneficial to non-official sponsors who may seek to market in the vicinity of these events without infringing on the rights of official sponsors. Originality/value – While previous research on place, mega-events, the Olympic Games and sponsors has found the images of the three to be related, it is not known to what extent sponsors and non-sponsors utilize place images in their promotional activities throughout the Olympic host city.

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Section: Relationship Of Place Image With Sponsor and Mega-event Imagesmentioning

confidence: 99%

Section: Sponsorshipmentioning

confidence: 99%

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Cityscape promotions and the use of place images at the Olympic Games

Nadeau

O’Reilly

Heslop

2015

Marketing Intelligence &Amp; Planning

Self Cite

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“…We could not find empirical studies relating mega-event image with sponsor brand equity. Some studies investigated the direct influence event image has on sponsor image (Grohs & Reisinger, 2014;Grohs et al, 2004;Nadeau et al, 2013). Nadeau, O'Reilly and Heslop (2013) and Grohs, Wagner and Vsetecka (2004) supported the existence of direct influence of the Beijing 2008 Olympic Games image and the Ski Alpino World Championship on sponsor image without an influence from the perception of congruence between the event and the sponsor.…”

Section: The Relationship Between the Sports Mega-event Image And Spomentioning

confidence: 99%

“…Some studies investigated the direct influence event image has on sponsor image (Grohs & Reisinger, 2014;Grohs et al, 2004;Nadeau et al, 2013). Nadeau, O'Reilly and Heslop (2013) and Grohs, Wagner and Vsetecka (2004) supported the existence of direct influence of the Beijing 2008 Olympic Games image and the Ski Alpino World Championship on sponsor image without an influence from the perception of congruence between the event and the sponsor. Grohs and Reisinger (2014) and also Grohs (2016) concluded that there is a direct effect of an event's brand image and the perception of fit on sponsor image.…”

Section: The Relationship Between the Sports Mega-event Image And Spomentioning

confidence: 99%

Sports Mega-Event Sponsorship: The Impact of FIFA Reputation and World Cup Image on Sponsor Brand Equity

Coelho

Amorim

Almeida

2019

BAR, Braz. Adm. Rev.

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The present study investigates the influence the organizing body's reputation has on the image of a sports mega-event and on the mega-event sponsors' consumer-based brand equities. The study's main theoretical references are Associative Network Theory (Collins & Loftus, 1975) and Schema Theory (Axelrod, 1973), both about the functioning of the human memory. The research was carried out during the 2014 FIFA World Cup in Rio de Janeiro. Brazilians and foreigners who attended the 2014 FIFA Fan Fest on Copacabana Beach were surveyed through a nonprobabilistic sampling, and 1,973 questionnaires were collected. Data analysis was performed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). We verified the reliability, convergent, discriminant, and nomological validity of the constructs. In order to test the substantive hypotheses, we applied Structural Equation Modeling (SEM) using an Asymptotic Distribution-Free (ADF) technique. The empirical results suggest that FIFA's reputation influences the image of the FIFA World Cup, but may not directly influence the sponsors' consumer-based brand equities. We also verified that the perception of fit between the mega-event and the sponsor plays a partial mediating effect on the relationship between the image of the mega-event and the sponsor's brand equity.

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