Papadimitriou, Dimitra; Apostolopoulou, Artemisia; … - In: Journal of Product & Brand Management 17 (2008) 4, pp. 212-222
Games and aims to explore whether a strategic approach was employed in the acquisition and management of their Olympic … the sponsorship solicitation and management process. Originality/value – Existing literature has discussed the role of … sport sponsorship in brand management and the communication mix, and has highlighted the benefits for firms that establish …