Olympic branding and global competition : the case of the Beijing 2008 Olympic Games
This study intends to find out how sponsors use the Olympic Games to build up their brand awareness and what the deep meaning of the Olympics is for these sponsors on their journey in the globalisation competition. There is a gap in academic literature on the practice of Olympic sponsors in enhancin...
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University of Cambridge
2008
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.598494 |