Public relations in the midfield of brand management for businesses related to sports
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2011.139106Keywords:
Brands. Branding. Public Relations. Sports phenomenon. Ambev.Abstract
The choice of Brazil to host the two most important events of the international sports scene has put the country permanently into the center of the world’s financial investment in the world of sports-related businesses. The gradual penetration of the global sports phenomenon in the entertainment and consumer industry transforms products, actors and clubs on real platforms for the dissemination and consolidation of brands in the different markets in which the companies operate. The purpose of this study is to analyze, through the case of Ambev (American Beverage Company), the role of PR in mediating the relationship between brands and the sports phenomenon.Downloads
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Published
2011-12-26
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Dossiê
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How to Cite
ROCCO JÚNIOR, Ary José. Public relations in the midfield of brand management for businesses related to sports. Organicom, São Paulo, Brasil, v. 8, n. 15, p. 67–80, 2011. DOI: 10.11606/issn.2238-2593.organicom.2011.139106. Disponível em: https://revistas.usp.br/organicom/article/view/139106.. Acesso em: 18 may. 2024.