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Title: Event sponsorship in China
Authors: Fan, Y
Pfitzenmaier, N
Keywords: Sponsorship;Integrated marketing communications;Event marketing;Branding;China
Issue Date: 2002
Publisher: Emerald Group Publishing Limited
Citation: Corporate Communications: An International Journal, 7(2): 110-116
Abstract: Event marketing is currently at the infant stage in China, but holds a great potential in future. This is concluded from an Internet-based survey. The respondents believe that event marketing provides international companies with a viable alternative to the increasingly cluttered mass media, and plays a key role in the integrated marketing communications (IMC). Sponsoring sports and music events is found particularly effective in reaching the opinion leaders and innovators, and establishing favourable links between the audience and the sponsor’s brand image.
ISSN: 1356-3289
Appears in Collections:Marketing
Brunel Business School Research Papers

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