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The Olympic Equestrian Games: brand collaboration and associations within a destination and a sports event

The Olympic Equestrian Games: brand collaboration and associations within a destination and a... This paper aims to contribute to the concept of co-branding by recognising the role of consumer perception and the importance of the variety of contexts in which co-branding is perceived. This is done by studying the way in which two service brands cooperate. A framework based upon previous research is contextualised into 'service branding' and used to investigate the associations between Hong Kong and the Olympic Equestrian Games. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

The Olympic Equestrian Games: brand collaboration and associations within a destination and a sports event

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-09-04-2008-B008
Publisher site
See Article on Publisher Site

Abstract

This paper aims to contribute to the concept of co-branding by recognising the role of consumer perception and the importance of the variety of contexts in which co-branding is perceived. This is done by studying the way in which two service brands cooperate. A framework based upon previous research is contextualised into 'service branding' and used to investigate the associations between Hong Kong and the Olympic Equestrian Games.

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Jul 1, 2008

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