Essays about: "Yen Wiee Lee"

Found 1 essay containing the words Yen Wiee Lee.

  1. 1. City Branding : The effects of hosting sporting events: An empirical study of Singapore

    University essay from IHH, Företagsekonomi

    Author : Matthew Hansen; Yen Wiee Lee; [2010]
    Keywords : ;

    Abstract : There is a growing amount of literature that investigates the various strategies and effects of city branding, but only a limited amount of research has been carried out pertaining to how sporting events can be used as a tool for city branding in a real world setting. By conducting an empirical study of Singapore, this study aims to contribute to the ongoing discussion on city branding by identifying how evaluations of a city differ for certain dimensions of its overall brand when it hosts different sporting events and when there is a perceived match between different sporting events and a city. READ MORE