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Endorsement in ChinaProject: Impact of endorsement in China

Description: China represents a huge market opportunity for TV broadcasts and international sports events. The client decides to improve its visibility in China. To do so, the group wanted to understand the impact/influence of sports event in China, but also identify key celebrities to endorse and to communicate on the event in China.

Output: In order to answer the client’s questions, Daxue Consulting executed a survey in more than 18 Chinese cities (Tier-1 to Tier-7) in order to have a general overview of what sports event Chinese watch, which celebrities should be used for endorsement, etc. Respondents were interviewed through Daxue Consulting’s tailor-made mobile APP.