Strategic fit in international sponsorships - the case of the Olympic Games in Beijing 2008
2008 (English)In: International Journal of Sports Marketing & Sponsorship, ISSN 1464-6668, Vol. 9, no 2, 95-110 p.Article in journal (Refereed) Published
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.
sponsorship, branding, strategic tit, mega-sporting events, Beijing Olympic Games
IdentifiersURN: urn:nbn:se:su:diva-13182ISI: 000255262100005OAI: oai:DiVA.org:su-13182DiVA: diva2:179702