Contesting the brand: a media analysis of the image of Rio de Janeiro as host of the 2016 Summer Olympics in Dutch language newspapers
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DOI: 10.1080/16138171.2018.1524103
Abstract: Cities worldwide consider the hosting of sport mega-events such as the Olympics as a strategy to improve their global image through strengthening the local ‘brand’. This image construction is stron... read more here.
Keywords: image; contesting brand; brand; analysis image ... See more keywords