Leveraging the Olympic brand through the reconciliation of corporate and consumers’ brand perceptions

International Journal of Sport Management and Marketing

Volumn 3, Issue 1-2, 2008, Pages 3-22

  Séguin, Benoit ^a   Richelieu, André ^b   O'Reilly, Norm ^c  

^a UNIVERSITY OF OTTAWA   (Canada)

^b UNIVERSITÉ LAVAL   (Canada)

^c LAURENTIAN UNIVERSITY   (Canada)

Author keywords

ambush marketing; brand management; international sport marketing; leveraging sport brands; Olympic brand; sponsorship

Indexed keywords

EID: 70349122994     PISSN: 14758962     EISSN: 17402808     Source Type: Journal    
DOI: 10.1504/IJSMM.2008.015958     Document Type: Article

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