Cardiff University | Prifysgol Caerdydd ORCA
Online Research @ Cardiff 
WelshClear Cookie - decide language by browser settings

Selection of leveraging strategies by national Olympic sponsors: a proposed model

Davies, Fiona Margaret and Tsiantas, G. 2008. Selection of leveraging strategies by national Olympic sponsors: a proposed model. International Journal of Sports Marketing & Sponsorship 9 (4) , pp. 271-289.

Full text not available from this repository.

Abstract

Selecting the most effective leveraging methods is crucial for national Olympic sponsors, who have limited time to achieve their sponsorship objectives. This paper presents the Optimal Leveraging Activity (OLA) model, which suggests that leveraging activities for high involvement products/services should primarily focus on enhancing brand image, knowledge and involvement, while for low involvement products/services a more sales-oriented approach is favourable. The leveraging activities of four Grand National Sponsors of the Athens Olympic Games illustrate the differences.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HJ Public Finance
Publisher: International Marketing Reports Publications (IMR)
ISSN: 1464-6668
Related URLs:
Last Modified: 19 Mar 2016 23:05
URI: http://orca-mwe.cf.ac.uk/id/eprint/37776

Citation Data

Cited 17 times in Google Scholar. View in Google Scholar

Cited 11 times in Scopus. View in Scopus. Powered By Scopus® Data

Actions (repository staff only)

Edit Item Edit Item