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Olympic Sponsorship -
This story is interesting as it reminds us of the link between sponsor and property and consumer perceptions. Associations can be both positive and negative from consumers. Certainly, the Beijing Olympics was effective with the majority of consumers for sponsor brand building. However, some consumers were negative about the sponsorship as the report shows. It's a good case for measurement and also pre-testing.Collected in SponsorMap's videos Jul 19, 2009
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SponsorMap This story is interesting as it reminds us of the link between sponsor and property and consumer perceptions. Associations can be both positive and negative from consumers. Certainly, the Beijing Olympics was effective with the majority of consumers for sponsor brand building. However, some consumers were negative about the sponsorship as the report shows. It's a good case for measurement and also pre-testing.
Jul 19, 2009