... to 2020. We follow an empirical modeling approach. Findings Our estimates show that while Olympic sponsorships significantly improve brand valuations reported by Interbrand. However, the favorable impact on brand value grows in magnitude with sponsorship duration, but it falls as firm size...

...Dr Ming Lim, Dr Joana Cesar Machado and Dr Oriol Iglesias; John Nadeau; Norman O'Reilly; Louise A. Heslop Purpose – The purpose of this paper is to investigate the extent that marketers are using place-based images to promote their brands within the host city of the Olympic Games. It is thought...