Please use this identifier to cite or link to this item:
http://bura.brunel.ac.uk/handle/2438/1282
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. |
URI: | http://bura.brunel.ac.uk/handle/2438/1282 |
DOI: | http://dx.doi.org/10.1108/13563280210426179 |
ISSN: | 1356-3289 |
Appears in Collections: | Marketing Brunel Business School Research Papers |
Files in This Item:
File | Description | Size | Format | |
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Event+sponsorship.pdf | 104.05 kB | Adobe PDF | View/Open |
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