Unlocking advertising, activation and sponsorship in an emerging market: the case of Beijing Olympics

• This research aims to describe and explain the advertising behavior seen as an activation strategy performed by Olympic sponsors in an emerging market context. It provides insights into the strategic goals related to sponsorship. The longitudinal approach taken opens the possibility to explore the dynamics of the strategies of Chinese as well as foreign firms in China. A means-objective framework of sponsoring consists of six factors, which were applied to analyze 739 advertisements, articles and press releases collected from Chinese newspapers and Chinese official web pages covering a period of nine years (2001 to 2008). Based on a qualitative content analysis and nine means-objectives combinations in sponsorship patterns we discovered six dominant advertising strategies through this unlocking methodology. Our theorizing is finally based on these findings, which seem to be dependent on the lead-time to the Olympic Games and the level of internationalization of the sponsoring firm.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

Sponsorship

Activation

Evaluation

Advertising

Marketing Strategy

Branding

Olympic Games

Olympics

Beijing

China

Beijing 2008

Publikations- och innehållstyp

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