International place branding through sporting events: a British perspective of the 2008 Beijing Olympics

The goal of this study is to examine if hosting major sporting events represents a relevant strategy to brand a place ‘internationally’ through brand association transfer and to identify whether or not it should be seen as co-branding process. Based on social representation theory and an abductive r...

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Bibliographic Details
Main Authors: Guillaume Bodet, Marie-Francoise Lacassagne
Format: Default Article
Published: 2012
Subjects:
Other health sciences not elsewhere classified
Place branding
Sporting event
Co-branding
Social representations
Olympic Games
Medical and Health Sciences not elsewhere classified
Online Access:https://hdl.handle.net/2134/10087
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