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

Keyphrases

• Media Coverage 100%
• Competitive Mediation 100%
• Paralympics 100%
• Social Change 50%
• Media Production 50%
• Para-athletes 50%
• Sports Media 50%
• Brand Association 50%
• Social Culture 25%
• Social Significance 25%
• Invisible 25%
• Disciplinary Boundaries 25%
• Elite Athletes 25%
• Disability 25%
• Disability Sport 25%
• Meaning-making 25%
• Social Injustice 25%
• Decision Maker 25%
• Online Schedule 25%
• Televised Sport 25%
• New Brands 25%
• Marketing Decision 25%
• Media Organizations 25%
• Social Shaping 25%
• Shared Use 25%
• Marketing Roles 25%
• Television Culture 25%
• Cultural Acceptability 25%
• Cultural Producers 25%
• Rio 2016 25%
• Advertisers 25%
• Marketing Team 25%
• Familiar Brands 25%
• Production Level 25%
• Production Research 25%
• Creative Decision Making 25%
• Cultural Dimensions 25%

Social Sciences

• Case Study 100%
• Emotions 100%
• London 50%
• TV 50%
• Disability Sport 50%
• Decision Maker 50%
• Cultural Dimensions 50%
• Decision Making 50%