Charity Sport Events as ‘Brand-Fests’

JSMAn article published by WRG scientists in the Journal of Sport Management shows that, while charity sport events have characteristics enabling them to function as ‘brand-fests’ in the development of a brand community, the event must move beyond functional competency. Instead, the focus of the event should be on organizational evangelism, increased opportunities for brand practices (e.g., social networking), and should serve as a starting point for ongoing membership in the brand community. The full article can be accessed via the ‘Reports & Publications’ link.