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Keywords: Mega-events
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Journal Articles
The Olympic Games and associative sponsorship: Brand personality identity creation, communication and congruence
Available to Purchase
Journal:
Internet Research
Internet Research (2020) 30 (1): 85–107.
Published: 08 November 2019
... complimentary to the positioning of the brand itself. Richard Rutter can be contacted at: richrutter@gmail.com The Olympic Games, with a broad range of sponsors, provides a strong basis for exploring sponsorship partnerships because of the uniquely large audiences for the mega-event, which provide...
