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Brand creation in international recurring sports events

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Author Info

  • Parent, Milena M.
  • Eskerud, Line
  • Hanstad, Dag Vidar
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    Abstract

    Although recurring sports events are held more frequently and by a larger number of cities than one-off events, little research has examined the branding process within recurring events. This paper addresses this gap by examining the brand creation process for international recurring sports events. Based on Parent and Séguin's (2008) model for one-off sports events, a comparative case study of the Alberta World Cup (Canada) and World Cup Drammen (Norway) cross-country ski events was conducted. Findings included similarities (leaders’ skills/value-based actions, induced event experiences, and institutional experiences) and differences (branding/marketing efforts, recognition of the sport, and nature of the event (success, media coverage, geographic location, and history/impact)). An expanded model of event brand creation is proposed, which can be applied to both one-off and recurring sports events in small and large North American and European cities.

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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 15 (2012)
    Issue (Month): 2 ()
    Pages: 145-159

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    Handle: RePEc:eee:spomar:v:15:y:2012:i:2:p:145-159

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    Related research

    Keywords: Brand; Recurring sport event; Comparative case study; International;

    References

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    1. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 132-40, September.
    2. Emery, Paul, 2010. "Past, present, future major sport event management practice: The practitioner perspective," Sport Management Review, Elsevier, vol. 13(2), pages 158-170, May.
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    Cited by:
    1. Gerke, Anna & Chanavat, Nicolas & Benson-Rea, Maureen, 2014. "How can Country-of-Origin image be leveraged to create global sporting goods brands?," Sport Management Review, Elsevier, vol. 17(2), pages 174-189.

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