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Keywords: Winter Olympics
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Journal Articles
International Journal of Sports Marketing and Sponsorship 1–21.
Published: 02 January 2026
...Kyu Ha Choi; Yeongjun Seo; Minhong Kim Purpose This study identified distinct motivational profiles among prospective viewers based on their interest in watching Winter Olympic ice hockey and examined how these profiles influence viewership intention differentially depending on National Hockey...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2017) 18 (4): 330–346.
Published: 06 November 2017
...Dongfeng Liu; Christopher Hautbois; Michel Desbordes Purpose Using Beijing’s bid for the 2022 Winter Olympic Games as an example, the purpose of this paper is to explore the expected social impact of mega-sporting events, as perceived by non-host city residents, and the way in which...
