Welcome!

News Feed Item

Super Bowl Yields Brand Loyalty Leaders And Laggards

RUSSELL WILSON AND CHOBANI SCORE BIG GAME VICTORIES, WHILE PEYTON MANNING AND BEATS BY DR. DRE FALTER

PHILADELPHIA, Feb. 3, 2014 /PRNewswire/ -- Seattle Seahawks quarterback Russell Wilson and Greek-style yogurt maker Chobani scored the most significant increases in brand admiration and loyalty as a result of their 2014 Super Bowl appearances, making them the clear Loyalty Leaders following this year's Big Game. Denver Quarterback Peyton Manning and advertiser Beats by Dr. Dre emerged as the most significant Big Game brand loyalty Laggards, each registering significant declines in admiration and loyalty despite high post-game familiarity scores.

The study, conducted by Fidelum Partners, a research-based consulting firm that specializes in brand loyalty insights and strategy, tracked consumer awareness, loyalty and perceptions of five celebrities and five brands before and after the Super Bowl to determine which of these gained and lost the most as a result of their involvement during The Big Game. The celebrities tracked included Peyton Manning, Marshawn Lynch, Russell Wilson, Richard Sherman and Bruno Mars. The brands evaluated included Butterfingers, Chobani, Intuit, SodaStream and Beats by Dr. Dre. Surprise Super Bowl MVP Marcus Smith, the game standout linebacker for Seattle, was included only in the post-game testing.

"In addition to being the mother of all sporting events in America, the Super Bowl is also the "birth mother" of several new household brand names each year," said Chris Malone, Managing Partner of Fidelum Partners. "Russell Wilson and Chobani each cut through the clutter and hype surrounding the Big Game to win the hearts and minds of significantly more Americans than other performers and brands."  

The study found that Russell Wilson's solid 206 yards passing and two touchdowns with no interceptions increased his public admiration of 51 to 57, on a 100 point scale, among American adults following the Big Game.  Similarly, Chobani's humorous hungry bear Super Bowl ad caused its brand loyalty to grow from 36 to 47 on the same 100 point scale, following The Big Game.

Peyton Manning and Beats by Dr. Dre Falter

Despite the surprising gains scored by Russell Wilson and Chobani, some brands also suffered disappointing losses in loyalty as a result of their Big Game performances. Despite a strong post-game brand familiarity score of 64%, public loyalty toward Denver Broncos quarterback Peyton Manning declined from 63 to 57 following his disappointing two interception performance in the Super Bowl. Similarly, brand loyalty for the Beats by Dr. Dre brand declined from 46 to 42 on a 100 point scale, despite solid post-game brand familiarity of 60%. 

"While certainly well-known and respected, both Peyton Manning and Beats by Dr. Dre clearly left viewers feeling substantially less admiration and loyalty toward them following their exposure in Super Bowl," added Malone. "This clearly shows that high profile Super Bowl exposure alone is no guarantee of increased loyalty or admiration - for both celebrities and brands."     

About The Study

This study was conducted in two parts. The first wave was conducted on January 29th and the second immediately following the Super Bowl on February 2nd and 3rd, 2014.  The study was conducted online by Fidelum Partners from a panel of 7,000 double opt-in participants that is representative of the U.S. adult population. The study examined the brand familiarity, loyalty and warmth and competence perceptions of consumers toward five celebrities and brands that participated in the 2014 Super Bowl. The celebrities examined Peyton Manning, Marshawn Lynch, Russell Wilson, Richard Sherman and Bruno Mars. The brands studied included Butterfingers, Chobani, Intuit, SodaStream and beats by Dr. Dre. Full details of the study will be available at http://LoyaltyTest.com.

About Fidelum Partners

Fidelum Partners is a research–based, consulting and partnership marketing firm that helps organizations achieve sustained performance. Managing Partner Chris Malone is a recognized expert on customer and employee loyalty, particularly as relates to sports, entertainment and partnership marketing. His recently published book, The HUMAN Brand: How We Relate to People, Products and Companies details his loyalty research on over 45 well-known companies and brands.  The firm is located in Philadelphia, PA. For more information visit http://www.Fidelum.com or http://TheHUMANBrand.com

 

SOURCE Fidelum Partners

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device. For more information, please visit https://www.mangoapps.com/.
SYS-CON Events announced today that Tintri Inc., a leading producer of VM-aware storage (VAS) for virtualization and cloud environments, will exhibit at the 18th International CloudExpo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Enterprise networks are complex. Moreover, they were designed and deployed to meet a specific set of business requirements at a specific point in time. But, the adoption of cloud services, new business applications and intensifying security policies, among other factors, require IT organizations to continuously deploy configuration changes. Therefore, enterprises are looking for better ways to automate the management of their networks while still leveraging existing capabilities, optimizing perf...
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
SYS-CON Events announced today Object Management Group® has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
In the rush to compete in the digital age, a successful digital transformation is essential, but many organizations are setting themselves up for failure. There’s a common misconception that the process is just about technology, but it’s not. It’s about your business. It shouldn’t be treated as an isolated IT project; it should be driven by business needs with the committed involvement of a range of stakeholders.
SYS-CON Events announced today that EastBanc Technologies will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. EastBanc Technologies has been working at the frontier of technology since 1999. Today, the firm provides full-lifecycle software development delivering flexible technology solutions that seamlessly integrate with existing systems – whether on premise or cloud. EastBanc Technologies partners with p...
SYS-CON Events announced today that AppNeta, the leader in performance insight for business-critical web applications, will exhibit and present at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. AppNeta is the only application performance monitoring (APM) company to provide solutions for all applications – applications you develop internally, business-critical SaaS applications you use and the networks that deli...
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, will explore the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences betwee...
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, will discuss the importance of WebRTC and how it enables companies to fo...
As machines are increasingly connected to the internet, it’s becoming easier to discover the numerous ways Industrial IoT (IIoT) is helping to shape the business world. This is exactly why we have decided to take a closer look at this pervasive movement and to examine the desire to connect more things! Now if you need a refresher on IIoT and how it is changing the world, take a moment and listen to Greg Gorbach with ARC Advisory Group. Gorbach believes, "IIoT will significantly change the worl...
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discuss how businesses can gain an edge over competitors by empowering consumers to take control through IoT. We'll cite examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He'll also highlight how IoT can revitalize and restore outdated business models, making them profitable...
SYS-CON Events announced today the Docker Meets Kubernetes – Intro into the Kubernetes World, being held June 9, 2016, in conjunction with 18th Cloud Expo | @ThingsExpo, at the Javits Center in New York, NY. Register for 'Docker Meets Kubernetes Workshop' Here! This workshop led by Sebastian Scheele, co-founder of Loodse, introduces participants to Kubernetes (container orchestration). Through a combination of instructor-led presentations, demonstrations, and hands-on labs, participants learn ...