Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Strategic fit in international sponsorships - the case of the Olympic Games in Beijing 2008
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2008 (English)In: International Journal of Sports Marketing & Sponsorship, ISSN 1464-6668, Vol. 9, no 2, 95-110 p.Article in journal (Refereed) Published
Abstract [en]

The aim of this research was to identify and describe driving forces of importance in sponsorship during the seven years preceding a mega-sporting event like the Olympic Games 2008 in Beijing. This was done through the development of a conceptual 'means-objectives model' linking sponsorship to brand equity factors and to objectives. The proposed model enables matching with real data consisting of 200 randomly chosen advertisements, articles and press releases from Chinese newspapers and the internet, revealing six types of means-objectives in sponsorship.

Place, publisher, year, edition, pages
2008. Vol. 9, no 2, 95-110 p.
Keyword [en]
sponsorship, branding, strategic tit, mega-sporting events, Beijing Olympic Games
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-13182ISI: 000255262100005OAI: oai:DiVA.org:su-13182DiVA: diva2:179702
Available from: 2008-03-03 Created: 2008-03-03 Last updated: 2015-05-04Bibliographically approved

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Söderman, Sten
By organisation
Marketing
In the same journal
International Journal of Sports Marketing & Sponsorship
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 58 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf