Essays about: "Ou Xu"

Found 1 essay containing the words Ou Xu.

  1. 1. Live Spectators View on Sponsorship in Sporting Events

    University essay from Göteborgs universitet/Graduate School

    Author : Ou Xu; [2015-07-08]
    Keywords : Sporting events; Sports; Live Spectators; Marketing through Sports; Sponsorship; Marketing Initiatives of Sponsors; Identity; Hedonic Consumption; Brand Community;

    Abstract : ABSTRACT This study investigates how live spectators view sponsorship and sponsors’ marketing initiatives appearing in sporting events. Through constructing a relationship model central to sporting events, three relationships are demonstrated linking teams, sponsors and live spectators. READ MORE