Borrowing brands to create a brand: the commercial mediation of Paralympic athletes

Keyphrases

• Competitive Mediation 100%
• Paralympics 100%
• Media Coverage 40%
• Decision Maker 40%
• Media Representation 20%
• Mainstream Media 20%
• Perception of Change 20%
• Production Practices 20%
• Corporate 20%
• Broadcasters 20%
• Marginalized Groups 20%
• Online Schedule 20%
• Cultural Acceptability 20%
• Para-athletes 20%
• Rio 2016 20%
• Familiar Brands 20%
• Disability Representation 20%
• Creative Choices 20%
• Media Attention 20%
• London 2012 20%
• Elite Status 20%
• Executive Decisions 20%
• Digital Consumer 20%

Social Sciences

• Decision Maker 100%
• London 50%
• TV 50%
• Emotions 50%