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Mega-events brand meaning co-creation: the Olympic case
Tjandra, Nathalia; Rihova, Ivana; Snell, Sarah; den Hertog, Claire; Theodoraki , Eleni (2020-09-25)Purpose: This paper aims to explore 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 brand identity, to understand how the ...