Luciana Brandão Ferreira, Janaina de Moura Engracia Giraldi, Vish Maheshwari and Jorge Henrique Caldeira de Oliveira
This paper aims to verify the brand image effects of holding a sport mega-event by investigating the host city's influence on the country's branding, as a tourist destination.
Abstract
Purpose
This paper aims to verify the brand image effects of holding a sport mega-event by investigating the host city's influence on the country's branding, as a tourist destination.
Design/methodology/approach
This research considered the Rio 2016 Olympic Games and uses quantitative methods: exploratory factor analysis and regression. Data were collected by structured questionnaires with a sample of (n = 274) international respondents with high international travel experience.
Findings
Rio de Janeiro's 2016 host city image positively predicted Brazil's tourist destination image. Both cognitive and affective image dimensions of Rio as a host city predicted Brazil's destination image, but the cognitive image dimensions demonstrated more impact.
Practical implications
Even in a mega-event context, city marketing strategies should be planned and executed with a focus on the country's destination image.
Originality/value
The study contributes by focusing on presenting the importance of the host city image dimensions to the host country destination image in a sports mega-event context. The study investigated a new approach, the impacts of affective and cognitive dimensions in the overall destination image considering two connected destinations and the hosting of a sport mega-event, a condition not found in the literature thus far.
Details
Keywords
Marina Toledo de Arruda Lourenção, Janaina de Moura Engracia Giraldi and Vish Maheshwari
The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that…
Abstract
Purpose
The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand.
Design/methodology/approach
An exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector.
Findings
The results indicate that there are characteristics of the elements of brand identity that are similar between the associations that compound the BFS brand. However, there are also several distinct characteristics among them, which makes it difficult, in large part, to consolidate the brand identity of the Brazilian fashion industry abroad.
Research limitations/implications
Moreover, it was indicated that for sectorial brand cases with a great divergence among brand partners, the creation of sub-sectorial brand specific for each partner could bring better results, as in this way, brands could be created with more suitable attributes for each partner, which will better suit their target audiences.
Practical implications
A practical contribution is also obtained, as the study can help in elaborating upon improvements for the sectorial brands that represent a large partners group.
Originality/value
An empirical evidence of how to identify common attributes between sectorial brand partners was presented to have a consolidated brand image in the external market.