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Keywords: National brand image
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal 1–22.
Published: 24 June 2026
...Abdelrehim Awad Purpose This conceptual paper develops a theory-based explanation of how Saudi Arabia’s sports mega-event marketing may influence fan engagement and national brand image through two integrated touchpoints: stadium-based experience and screen/digital activation. It addresses...
