Syracuse

Growing the Youth Olympic Games : comparing millennial generation sport festival engagement / Lawrence W. Judge... [et al.]

Judge, Lawrence W.

The purpose of this study was to examine brand awareness and consumption intention of the 2012 Winter Youth Olympic Games in comparison to the 2012 Winter X Games and 2012 London Olympic Games to illuminate strategies that expand the reach and impact of the YOG. A survey instrument was utilized to examine and compare event awareness, consumption intention, and logo identification for the three international sport events within a millennial generation sample.

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