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Keywords: Olympic mascots
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Journal Articles
The impact of mascot attributes on sponsorship effectiveness the case of “Bing Dwen Dwen” at the Beijing winter Olympics
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Asia Pacific Journal of Marketing and Logistics (2024) 36 (4): 1024–1042.
Published: 21 November 2023
...Zhenhua Quan; Wenjie Qian; Jianhua Mao Purpose The purpose of this article is to explore the relationship between the attributes of Olympic mascots and their impact on sponsorship effectiveness. Based on a multiattribute model and the introduction of engagement theory and the meaning transfer...
