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Keywords: Website communications
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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
... the internet-based website communications of the sponsor and event brands to assess congruence in brand personality identity exhibited in the communications of sponsors and how these relate to the event brand itself. A lexical analysis of the website text identifies and graphically represents the dominant...
