Measuring the impact of ‘leadership, context, the nature of the event and induced event experience’ on brand creation for the Sevens Wellington Rugby Tournament
Bibliographic record
Abstract
Although recurring sports events are held more frequently and by a larger number of cities than one-off events, little research has examined the branding process within large international recurring sports events, nor specifically within the New Zealand context. The research is based off Parent et al.’s (2012) model of brand creation in the context of the Sevens Wellington rugby tournament, which is held at Waitangi weekend in February each year in New Zealand. The research seeks to understand the broader issue of brand creation and brand identity for the tournament and aims to provide qualitative and empirical insights that will influence the continued evolution and strategic management of the brand. This research was conducted within a framework of qualitative exploratory methodology and employed an inductive method, incorporating case study research in the form of face-to-face interviews. Key implications and findings from the case data were then interpreted utilising Stafford Beer’s Viable Systems Model (VSM) as a framework to understand systemic functions, analyse and make sense of the data (Brocklesby & Cummings, 1996). A revised conceptual model of brand creation for the Sevens Wellington is then presented. The research findings have shown the relative importance of each factor in the creation of the Sevens Wellington brand and inform recommendations for the continued evolution of the brand. As a consequence, the NZRU and WRFU will be able to determine how best to create additional value through an enhanced understanding of Parent et al.’s (2012) model and systemic functions. The study has contributed to the literature of brand creation and has also revised Parent et al.’s (2012) model, specifically within the New Zealand and Rugby Sevens contexts. In addition, the study has also contributed to the sport specific event management knowledge and understanding within the New Zealand sport event management context in general.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.004 | 0.010 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.002 | 0.002 |
| Scholarly communication | 0.004 | 0.001 |
| Open science | 0.001 | 0.002 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.005 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".