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Keywords: national image
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2011) 12 (4): 39–56.
Published: 01 July 2011
...Guojun Zeng; Frank Go; Christian Kolmer This study aims to explain the impact of the Beijing Olympic Games 2008 on China's image in the international TV media. It applies agenda-setting theory to analyse foreign TV coverage of the Olympics in nine countries. Using Rivenburgh's national image...
