• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Norges idrettshøgskole
  • Masteroppgaver / Master's theses
  • View Item
  •   Home
  • Norges idrettshøgskole
  • Masteroppgaver / Master's theses
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

A stakeholder perspective on the value co-creation of the Youth Olympic Games brand: a qualitative case study in a Norwegian context

Eide, Åse-Line Dysvik
Master thesis
Thumbnail
View/Open
Eide2014v.pdf (1.931Mb)
URI
http://hdl.handle.net/11250/219753
Date
2014
Metadata
Show full item record
Collections
  • Masteroppgaver / Master's theses [897]
Abstract
The purpose with this case study research has been to understand the stakeholders’

perception of the Youth Olympic Games brand (YOG), in a Norwegian context. The

research was conducted from a marketing perspective using a framework by Helm and

Jones (2010) to illustrate how the value co-creation of the YOG brand may work.

Eleven stakeholders from various stakeholder groups were interviewed based on their

experience with the YOG.

The three research questions for this thesis were:

1. Are the stakeholders of the YOG co-creating the brand?

2. Has the YOG achieved brand equity?

3. Has the extension of the Olympic brand been a success?

Parent, Kristiansen, Skille and Hanstad (2013) identified the most salient stakeholders

of the Innsbruck YOG, and these were used to contact stakeholders in a Norwegian

context. The research indicates that the majority of the stakeholders’ co-create value to

some extent. The full value co-created is unclear due to vague expectations of the brand

delivery among stakeholders. Their level of brand loyalty was tied to their professional

relationship with the brand, and it has consequently been difficult to determine whether

they will stay loyal to the brand on a personal basis in the future. The sponsors were not

included in this research as none of them accepted to the research inquiry. Few

Norwegian journalists covered the event, and the journalist included in this research did

not have a positive attitude towards the brand. As a result the sponsors and the media at

do not seem to be in a co-creation of mindset with YOG at this point of time.

As the YOG is still in the initial stage of the product life cycle it is too early to

determine whether the brand contribute to the overall strength of the Olympic brand.

The IOC did not have a clear understanding of the YOG brand. This seems to have

created come confusions (i.e. stakeholders’ expectations), and consequently the brand

extension has been quite challenging. This gives a reason to indicate that the co-creation

has not been as effective as it could. For the YOG brand to become a successful

extension and contribute to the overall value of Olympic brand, the brand must attain all

the intangible assets that lead to brand equity.
Description
Masteroppgave - Norges idrettshøgskole, 2014

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit