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Keywords: Sports mega-events
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Journal Articles
Journal:
Strategic Direction
Strategic Direction (2021) 37 (1): 13–15.
Published: 12 November 2020
... Licensed re-use rights only Brand meaning co-creation Sports mega-events Olympic brand In the past, the conventional approach meant brand managers created a brand’s unique meaning and identity, and conveyed this information to customers Perceptions have shifted since then. Managers...
