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Nation branding via international mega events
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School of Business |
Bachelor's thesis
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en
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29
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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 literature