The current investigation uses critical discourse analysis to compare how international media entities portrayed Brazil in the 2014 FIFA World Cup and the 2016 Summer Olympics. The aim of the study was to understand how the specific characteristics of each event impact the media discourse and influence the portrayal of the host country. In this sense, the research concluded that the popular appeal of the event and the historical relation of the country with the sport have a profound impact on the type of coverage. Also, historical aspects and the diversity of athletes in the Summer Olympics contributed to a coverage more focused on the social issues of the host country. In the Brazilian case, this resulted in a more positive view of the country from the FIFA World Cup than the Summer Olympics.
PurposeThis study aims to explore the use of consumer-generated online product reviews as a source of brand associations in a sport setting.Design/methodology/approachA total of 800 reviews were collected and categorized into 13 brand association dimensions derived from previous literature. Reviews were further categorized into three valence types (i.e. positive, negative and neutral) via a correspondence analysis.FindingsA correspondence analysis revealed that positive product reviews were highly linked to performance and product-related attributes, while negative reviews were related to conformance associations. Additionally, the results showed that product-related (90.8%) attributes, experiential benefits (89.1%) and functional benefits (86.6%) were the most frequently communicated brand associations. The findings of this study underline the credibility of assessing brand associations from the consumers’ experience, through online consumer reviews.Originality/valueThe findings of the current investigation contribute to existing knowledge by examining consumer-based brand equity (CBBE) in an online setting. Previous, CBBE literature suggests that brand associations are held in the minds of the brand's consumers. To date, however, few studies have examined brand associations generated by consumers and instead have relied upon brand association dimensions developed by the researcher as opposed to the consumer (Ross et al., 2006). This, study however, utilized online sport product reviews as a source of consumer derived brand associations, and, therefore, will further the knowledge as to how brand associations are identified and measured.
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