|By PR Newswire||
|February 3, 2014 09:18 AM EST||
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
DevOps Summit, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long developmen...
May. 24, 2015 06:00 PM EDT Reads: 2,082
Want to enable self-service provisioning of application environments in minutes that mirror production? Can you automatically provide rich data with code-level detail back to the developers when issues occur in production? In his session at DevOps Summit, David Tesar, Microsoft Technical Evangelist on Microsoft Azure and DevOps, will discuss how to accomplish this and more utilizing technologies such as Microsoft Azure, Visual Studio online, and Application Insights in this demo-heavy session.
May. 24, 2015 06:00 PM EDT Reads: 5,260
SYS-CON Events announced today that MetraTech, now part of Ericsson, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Ericsson is the driving force behind the Networked Society- a world leader in communications infrastructure, software and services. Some 40% of the world’s mobile traffic runs through networks Ericsson has supplied, serving more than 2.5 billion subscribers.
May. 24, 2015 05:30 PM EDT Reads: 984
The 5th International DevOps Summit, co-located with 17th International Cloud Expo – being held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the...
May. 24, 2015 05:30 PM EDT Reads: 3,843
As cloud gives an opportunity to businesses to buy services externally – how is cloud impacting your customers? In his General Session at 15th Cloud Expo, Fabio Gori, Director of Worldwide Cloud Marketing at Cisco, provided answers to big questions: Do you see hybrid cloud as where the world is going? What benefits does it bring? And how does Cisco connect all of these clouds? He also discussed Intercloud and Cisco’s investment on it.
May. 24, 2015 05:00 PM EDT Reads: 5,768
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises a...
May. 24, 2015 05:00 PM EDT Reads: 2,129
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding bu...
May. 24, 2015 05:00 PM EDT Reads: 4,050
Over the years, a variety of methodologies have emerged in order to overcome the challenges related to project constraints. The successful use of each methodology seems highly context-dependent. However, communication seems to be the common denominator of the many challenges that project management methodologies intend to resolve. In this respect, Information and Communication Technologies (ICTs) can be viewed as powerful tools for managing projects. Few research papers have focused on the way...
May. 24, 2015 05:00 PM EDT Reads: 1,600
As the world moves from DevOps to NoOps, application deployment to the cloud ought to become a lot simpler. However, applications have been architected with a much tighter coupling than it needs to be which makes deployment in different environments and migration between them harder. The microservices architecture, which is the basis of many new age distributed systems such as OpenStack, Netflix and so on is at the heart of CloudFoundry – a complete developer-oriented Platform as a Service (PaaS...
May. 24, 2015 05:00 PM EDT Reads: 1,490
In high-production environments where release cycles are measured in hours or minutes — not days or weeks — there's little room for mistakes and no room for confusion. Everyone has to understand what's happening, in real time, and have the means to do whatever is necessary to keep applications up and running optimally. DevOps is a high-stakes world, but done well, it delivers the agility and performance to significantly impact business competitiveness.
May. 24, 2015 05:00 PM EDT Reads: 1,748
There is no question that the cloud is where businesses want to host data. Until recently hypervisor virtualization was the most widely used method in cloud computing. Recently virtual containers have been gaining in popularity, and for good reason. In the debate between virtual machines and containers, the latter have been seen as the new kid on the block – and like other emerging technology have had some initial shortcomings. However, the container space has evolved drastically since coming on...
May. 24, 2015 04:15 PM EDT Reads: 990
The Internet of Things is not new. Historically, smart businesses have used its basic concept of leveraging data to drive better decision making and have capitalized on those insights to realize additional revenue opportunities. So, what has changed to make the Internet of Things one of the hottest topics in tech? In his session at @ThingsExpo, Chris Gray, Director, Embedded and Internet of Things, discussed the underlying factors that are driving the economics of intelligent systems. Discover ...
May. 24, 2015 04:00 PM EDT Reads: 6,316
Enterprises are fast realizing the importance of integrating SaaS/Cloud applications, API and on-premises data and processes, to unleash hidden value. This webinar explores how managers can use a Microservice-centric approach to aggressively tackle the unexpected new integration challenges posed by proliferation of cloud, mobile, social and big data projects. Industry analyst and SOA expert Jason Bloomberg will strip away the hype from microservices, and clearly identify their advantages and d...
May. 24, 2015 03:30 PM EDT Reads: 1,185
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading in...
May. 24, 2015 03:00 PM EDT Reads: 2,343
The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development cycles that produce software that is obsolete at launch. DevOps may be disruptive, but it is essential. The DevOps Summit at Cloud Expo – to be held June 3-5, 2015, at the Javits Center in New York City – will expand the DevOps community, enable a wide...
May. 24, 2015 03:00 PM EDT Reads: 1,679