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Event sponsorship in China

Ying Fan (Ying Fan is based at Lincoln School of Management, Lincoln, UK.)
Nico Pfitzenmaier (Nico Pfitzenmaier is based at Lincoln School of Management, Lincoln, UK.)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 June 2002

6948

Abstract

Promotional events or event marketing is currently at the infant stage in China, but holds great potential for the future. This is concluded from an Internet‐based survey. The respondents believe that event promotion provides international companies with a viable alternative to the increasingly cluttered mass media, and plays a key role in corporate branding and integrated marketing communication. Sponsoring sports and music events is found particularly effective in reaching the opinion leaders and innovators, and establishing favourable links between an audience and a sponsor’s brand image.

Keywords

Citation

Fan, Y. and Pfitzenmaier, N. (2002), "Event sponsorship in China", Corporate Communications: An International Journal, Vol. 7 No. 2, pp. 110-116. https://doi.org/10.1108/13563280210426179

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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