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Sport marketing

Sport marketing

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Published by Anusorn Panich
Sport Marketing, Olympic China
Sport Marketing, Olympic China

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Categories:Types, Reviews
Published by: Anusorn Panich on Nov 27, 2012
Copyright:Attribution Non-commercial

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12/04/2012

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Sport sponsorship as astrategic investment in China:perceived risks and benefits bycorporate sponsors prior to theBeijing 2008 Olympics
Xinquan Sheena Yang et al.International Journal of Sports Marketing &Sponsorship 2008
 
Introduction
Sports sponsorship has developed into amajor industry in the global marketplace.
Very few examination regarding howsponsorship works in Chinese culturaland economic context.
 
Literature review and theoreticalframework:
The explanation the relationshipbetween the parties involved in a
sponsorship; “exchange relationship”.
 
The identification of sponsorship
objectives and benefits; “brandequity”.
 

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