Search results for "Brand association"
showing 3 items of 3 documents
International place branding through sporting events: a British perspective of the 2008 Beijing Olympics
2012
International audience; The goal of this study is to examine if hosting major sporting events represents a relevant strategy to brand a place ‘internationally’ through brand association transfer and to identify whether or not it should be seen as co-branding process. Based on social representation theory and an abductive research strategy, a survey was carried out among British citizens to identify their opinions about the Olympic Games and the city of Beijing following the organisation of the Games in August 2008. The content and the structure of the social representations were analysed and then compared to determine whether or not a double transfer of associations occurred between the pla…
Prediction of User-Brand Associations Based on Sentiment Analysis
2023
Finding the right users to be chosen as targets for advertising campaigns is not a trivial task, and it may allow important commercial advantages. A novel approach is presented here for the recommendation of new possible consumers to brands interested in distributing advertising campaigns, ranked according to the “compatibility” between users and brands. A database containing both descriptions associated with different brands, and textual information about users' opinions on different topics, is required in input. Then, sentiment analysis techniques are applied to measure to what extent the users match with the brands, based on the texts associated with their opinions. The approach has been…
An empirical assessment of employer branding as a form of sport event sponsorship
2019
Purpose. The purpose of this paper is to expand and test Backhaus and Tikoo’s (2004) employer branding (EB) conceptual framework from the perspective of internal EB in a sport event sponsorship context. Design/methodology/approach. This study developed a set of hypotheses, which were tested in the context of a business-to-business multinational organization’s sport event sponsorship project. Empirical data were collected from 716 employees of the case company after the sponsorship project was complete. Findings. The results support all the hypotheses and reveal that a sport event sponsorship project can act as a means to achieving EB goals in the investigated context. Research limitations/i…