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Mega-events brand meaning co-creation: the Olympic case

Journal Article

Tjandra, N., Rihova, I., Snell, S., den Hertog, C., & Theodoraki, E. (2020)

Mega-events brand meaning co-creation: the Olympic case. Journal of Product and Brand Management, 30(1), 58-73. https://doi.org/10.1108/JPBM-08-2019-2539

Purpose: This study explores a multi-stakeholder perspective on brand meaning co-creation in the context of the Olympic Games as a unique mega sports event brand with a strong...

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