Atefeh Yazdanparast
Biographic Data
| ID | 9537300 |
|---|---|
| NAME | Atefeh Yazdanparast |
| GIVEN NAMES | Atefeh |
| FAMILY NAME | Yazdanparast |
| SIGNATURE | YAZDANPARAST A |
| AFFILIATIONS | Clark University |
| ORCID | 0000-0001-7228-7862 |
| VERIFIED | Yes |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2021 |
| LATEST PUBLICATION YEAR | 2021 |
| H-INDEX | 0 |
Olympic Sponsorships and Brand Value
The cost of sponsoring high-profile events is rising rapidly, making it increasingly important to evaluate the effectiveness of sponsorship arrangements. The present study examines the impact of sponsoring the Olympics on brand valuations measured by the formulary approach. Estimates show that Olympic sponsorships raise brand value over time, an effect which is driven by summer games and compatible with defensive action for brand maintenance. The…
No prominent works on this page.
Olympic Sponsorships and Brand Value
The cost of sponsoring high-profile events is rising rapidly, making it increasingly important to evaluate the effectiveness of sponsorship arrangements. The present study examines the impact of sponsoring the Olympics on brand valuations measured by the formulary approach. Estimates show that Olympic sponsorships raise brand value over time, an effect which is driven by summer games and compatible with defensive action for brand maintenance. The…
Advertising (1 work) · Business (1 work) · Consumer Behavior in Brand Consumption and Identification (1 work) · Consumer Market Behavior and Pricing (1 work) · Digital Marketing and Social Media (1 work) · Econometrics (1 work) · Economics (1 work) · Endogeneity (1 work) · Marketing (1 work) · Marketing (1 work)