Effects of Co-branding During the Gold Coast Commonwealth Games 2018
||21 January 2019
||9:00 AM - 10:30 AM
||Toowoomba - Q303, or via Zoom
||For more information, please contact the Graduate Research School
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Co-branding has become a priority for marketing organisations to obtain a competitive advantage in the marketplace (Besharat, 2010) Marketers use co-branding as a tool in an attempt to transfer positive brand values between the associated brands in the alliance (Richards & Wilson, 2004; Washburn, Till, & Priluck, 2000). Co-branding theory indicates that the pairing between brands result in a brand alliance (Xing & Chalip, 2006). The Gold Coast Commonwealth Games 2018 represents a brand alliance where three brands are in association with each other, with the ultimate aim to increase the associated partners’ brand equity. The 2018 Commonwealth Games was held at the Gold Coast, Australia, and it comprised 25 types of sports (Australian government, 2018). Studies showed that a mega sport event has postive and negative consequences on the host city brand (Fourie and Santana-Gallego, 2010, Girginov and Hills, 2008, Solberg and Preuss, 2007). However, it is unclear how the hosting of a mega-event can influences the brand equity of the assocaited brand in the alliance. This study attempts to fill this gap by investigating the effects of hosting a mega-event on the brand equity of associated brands.