Leverage of a sport mega-event branding : a case study of the 2010 FIFA World Cup
D.Comm. (Sport Management) === The primary objective of the study was to establish what brand leverage strategies could be implemented in sport mega-event branding based on the case study of the 2010 FIFA World Cup South Africa. The secondary objectives focused on discovering the dimensions of sport...
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2014
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| Online Access: | http://hdl.handle.net/10210/8779 |