Investigating the brand consistency of the Olympic Games among young people in the UK

AIM The following research questions guide the present study: First, how have the perceptions of, and attitudes towards the Olympic Games, among young people in the UK, developed in the years following the agreement of the Olympic Agenda 2020 by the 127th IOC Session in December 2014? Second, do these perceptions and attitudes (in the form of brand images) coincide with the perceptions and attitudes that the IOC are aiming to create around the Olympic Games (in the form of brand identity)? That is, in the case of the latter, to what extent is brand consistency and coherency for the Olympic Games achieved in the views and opinions of the UK’s young people?