Nation branding via international mega events

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorEtz, Miriam
dc.contributor.authorKorhonen, Oskari
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2024-01-28T17:08:20Z
dc.date.available2024-01-28T17:08:20Z
dc.date.issued2023
dc.description.abstractMega 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 literatureen
dc.format.extent29
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/126232
dc.identifier.urnURN:NBN:fi:aalto-202401281900
dc.language.isoenen
dc.programmeMarkkinointien
dc.subject.keywordnation brandingen
dc.subject.keywordmega eventsen
dc.subject.keywordOlympicsen
dc.subject.keywordcountry imageen
dc.subject.keywordbibliometric analysisen
dc.titleNation branding via international mega eventsen
dc.typeG1 Kandidaatintyöfi
dc.type.ontasotBachelor's thesisen
dc.type.ontasotKandidaatintyöfi

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