Strategic fit in international sponsorship - the case of the Olympic Games in Beijing 2008
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2008
Abstract
The aim of this research was to identify and describe driving forces of importance in sponsorship during the seven years preceding a mega-sporting event like the Olympic Games 2008 in Beijing. This was done through the development of a conceptual 'meansobjectives model' linking sponsorship to brand equity factors and to objectives. The proposed model enables matching with real data consisting of 200 randomly chosen advertisements, articles and press releases from Chinese newspapers and the internet, revealing six types of means-objectives in sponsorship.
Keywords
Citation
Söderman, S. and Dolles, H. (2008), "Strategic fit in international sponsorship - the case of the Olympic Games in Beijing 2008", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 2, pp. 22-37. https://doi.org/10.1108/IJSMS-09-02-2008-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2008 by Winthrop Publications Limited