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Keywords: Olympic sponsorship
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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
... Limited Licensed re-use rights only Sports marketing Brand personality Mega-events Olympic sponsorship Website communications Sponsorships have garnered increased attention from scholars and practitioners because of the ability to cut through the communication clutter in a marketplace...
