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Brand communication and the mass vaccination center: stadium, team and community perspectives
International Journal of Sports Marketing and Sponsorship ; 2022.
Article in English | Web of Science | ID: covidwho-2070221
ABSTRACT
Purpose The usage of sport stadia for public service is increasingly common and may come in different forms. In the COVID-19 pandemic, this included sport entities hosting mass COVID-19 vaccinations at their stadiums. The purpose of this study was to examine the branding effects of a COVID-19 mass vaccination center as communicated by (1) a sport entity (i.e. stadium and its two teams) and (2) the public. Design/methodology/approach The authors analyzed the entity's social media messages related to the mass vaccination center for the three groups, the stadium and its two sports team tenants (N = 48) while comparing the public's social media content about the vaccination center (N = 187). An empirical material coding analysis was conducted. Findings The sport entity's posts revealed 12 codes, five categories and two themes communicated about their brand In this together-community impact and showcasing brand attributes. The public posts analysis revealed 21 codes, eight categories and four themes, creating brand awareness, establishing/reaffirming brand attributes, affective response and in this together-community response. Originality/value The identification of the two organization themes and four public themes provided an initial examination of the mass vaccination efforts' impact on the sport entity's brand. With the rise of stadia being utilized as public service venues (e.g. voting centers and disaster shelters), the results of the study can provide guidance to communicating the host team's brand during these times. Results also suggest the public perception of such service reflected positive opportunities for brand exposure and subsequent effects for the teams.
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Full text: Available Collection: Databases of international organizations Database: Web of Science Topics: Vaccines Language: English Journal: International Journal of Sports Marketing and Sponsorship Year: 2022 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Web of Science Topics: Vaccines Language: English Journal: International Journal of Sports Marketing and Sponsorship Year: 2022 Document Type: Article