Nation branding via international mega events
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School of Business |
Bachelor's thesis
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Authors
Date
2023
Department
Markkinoinnin laitos
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
29
Series
Abstract
Mega events like the Olympic Games are cultural behemoths that draw eyes from around the world. These events can potentially be an invaluable opportunity to change the image of a nation in the eyes of publics around the globe, via nation branding. This thesis analyses mega events as a tool for nation branding efforts via a bibliometric analysis, seeking to better understand the field and methods, as well as the viability using mega events as branding opportunities. The thesis also aims to a guide for future research, toward gaps in the literatureDescription
Thesis advisor
Etz, MiriamKeywords
nation branding, mega events, Olympics, country image, bibliometric analysis