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- Berndt, Adele, 1966-, et al.
(författare)
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Resident co-creation : the case of the 2010 Soccer World Cup
- 2013
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Ingår i: European Business Review. - 0955-534X .- 1758-7107. ; 25:4, s. 336-350
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of the study was to investigate the involvement and actions (co-creation) of residents of South Africa prior to the commencement of the 2010 Soccer World Cup, which was held in South Africa during June and July 2010.Quantitative research was conducted in the three major metropolitan centres in South Africa, using a self-completion questionnaire among residents in South Africa, using purposive sampling. The questionnaire consisted of two sections. Data collection was supervised by trained fieldworkers.The responses of 1 352 respondents who took part indicate significant differences between the involvement of the genders, language groups and nationalities, while in the case of actions, significant differences were found between genders and income groups. The study also found an association between the involvement and actions in the case of this mega-event.The research was conducted one month prior to the event, and those who had exhibited actions may have been predisposed to taking part in the event. Research was limited to three major centres in South Africa.This has implications for the marketing of mega-events in other countries as well as events other than sports events, specifically in the development of the marketing strategy associated with the event and more specifically the marketing communication strategy, focussed on attracting residents.The importance of the study can be found in the scarcity of the literature that primarily investigates the role of residents in the co-creation associated with a mega-event.
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| 3. |
- Klopper, HB, et al.
(författare)
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The elements of brand strategy : An empirical investigation.
- 2009
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Ingår i: South African Institute of Management Science Conference 2009. September 14-15<sup>th</sup> in Port Elizabeth, South Africa..
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Konferensbidrag (refereegranskat)abstract
- This paper proposes a testable model, including a number of new measures examining the various components of brand strategy. Using structural equation modeling we were able to test the underlying factor structure for the proposed model and measurements as well as validate the sequences in the proposed model, among brand managers in the Top 500 South African Companies. We used a two-step approach, in which our first confirmatory factor analysis step indicated that our sample fits the data well, including acceptable loadings for the proposed latent constructs. In our next step we validated the paths in our proposed sequential model. This second step supported all of the hypotheses. The results of our analysis revealed a very strong positive relationship between brand positioning and brand architecture. Although both brand values and brand personality influence each other directly, both constructs exerts another, less direct influence on brand architecture via brand positioning. Our model has strategic implications on brand marketing research and practice. As to develop brand architecture our research implicates that this should be based on brand positioning, which depends on brand personality and brand values, with the latter having a more dominant influence on brand positioning than brand personality.
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