Rosaria Luisa Gomes Pereira, Antónia Correia and Ronaldo L.A. Schutz
The purpose of this paper is to develop and validate a measurement brand personality scale for golf destinations and simultaneously to assess the destination personality of the…
Abstract
Purpose
The purpose of this paper is to develop and validate a measurement brand personality scale for golf destinations and simultaneously to assess the destination personality of the Algarve as a golf destination.
Design/methodology/approach
A set of 36 unrepeated items, generated from individual interviews with experts in tourism and golf in the Algarve and from promotional texts in golf-related websites, was the base for a survey instrument. The survey was applied to a convenient sample of 600 golf players in the Algarve, and 545 (valid) questionnaires were analysed to refine the scale. Golf players assessed the Algarve as a golf destination and the components of the relational brand personality (functional, symbolic and experiential). Two multi-dimensional brand personality models were estimated by using structural equation modelling.
Findings
Findings indicate that golf players ascribe personality characteristics to destinations. The brand personality of the Algarve is translated into three main dimensions enjoyableness, distinctiveness and friendliness when tourists/golf players reveal their overall perception of the destination. The brand personality of golf destination Algarve is reflected in the dimensions reliability, hospitality, uniqueness and attractiveness when tourists/golf players assess the components of the relational brand personality. Refined scales consisting of 10 and 11 items were finally derived meeting both reliability and validity requirements.
Research limitations/implications
The analysis is based on personality perceptions of only one golf destination. Another limitation is the fact that both interviewees and respondents had great difficulty in expressing themselves tending to use repeated words. Also, the fact that the research was conducted in two languages since translation and retroversion of the items may lead to some loss in meaning or sense. Moreover, the experiential component of the relational brand personality might have been further explored to relate golf destination brand personality to the tourist experience.
Practical implications
Important contributions are that both qualitative and quantitative approaches should be used in the measurement of brand personality. A reliable and valid tool to assess golf destination brand personality is a valuable marketing management resource.
Social implications
Destination managers will be able to plan marketing actions that will help to change general destination attitudes and product-destination attitudes, establishing the destination brand and creating differentiation, resulting in increased preference and usage, higher emotional ties, trust and loyalty towards the brand. Also, marketers should place great emphasis on building a connection between destination personality and tourists/golf players’ self-concept.
Originality/value
This is one of the first pieces of research to validate a specific brand personality scale to golf destinations. Results of this study make important theoretical contributions to the understanding of brand personality in the context of tourism destinations in general, and golf destinations in particular.
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The purpose of this paper is to comprehensively characterise the interdisciplinary phenomenon of ambush marketing in sports, structure its manifestations, illustrate the…
Abstract
Purpose
The purpose of this paper is to comprehensively characterise the interdisciplinary phenomenon of ambush marketing in sports, structure its manifestations, illustrate the consequences associated with ambush marketing and provide a critical evaluation from an objective perspective.
Design/methodology/approach
Various approaches to the definition of ambush marketing are presented and the objectives pursued with ambush marketing are identified. In this paper a new approach has been developed to structure the strategies and manifestations of ambush marketing.
Findings
It is a fine line between creative marketing and infringing on sponsorship rights. So the interdisciplinary phenomenon ambush marketing is discussed controversially. Ambush marketing is situated at the intersection of two opposing spheres of interest conducting a battle for shares of the marketing potential of a sports event. On one side there is the disparaging view of ambush marketing founded on legal and/or ethical considerations. On the other, the author has the respectful assessment of ambushers characterised by their innovative, creative marketing.
Practical implications
The analysis conducted in this paper leads to the conclusion that a general evaluation or condemnation of ambush marketing is not feasible. A four-field matrix emerges from the combination of a legal-statutory consideration on one hand and an ethical-moral assessment on the other.
Originality/value
The paper describes and structures ambush marketing in a novel form and discusses illustrating examples from major sporting events. Ambush marketing is evaluated from a neutral perspective by summarising the opportunities and threats of ambush marketing which leads to a nuanced contemplation of ambush marketing.
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Jami Lobpries, Gregg Bennett and Natasha Brison
The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand…
Abstract
Purpose
The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand identities of Jennie Finch and Cat Osterman, two iconic female softball athlete brands.
Design/methodology/approach
Through the qualitative analysis of individual in-depth, semi-structured interviews, various documents, and social media, data revealed themes associated with positioning, personality, and presentation of the female athlete brands.
Findings
Theoretically, the themes provide empirical support for existing brand identity frameworks.
Practical implications
Practically, findings provide evidence for defining an athlete’s extended brand identity that can serve as the foundation for branding efforts that generate long-term value during and after their sport careers.
Originality/value
This case study adds to the extant literature on athlete branding and offers practical content for marketers seeking to brand female athletes.