Georgetown McDonough Faculty Weigh in on the Olympics

February 21, 2014

Several professors from Georgetown University’s McDonough School of Business can connect their academic research to the business of the Olympics.

One is Marlene Morris Towns, teaching professor of marketing, who observed how social media has increased connectivity to athletes during the Olympics.

“It allows fans to interact with the athletes and get more involved. The athletes can connect with the viewers using Twitter and Facebook,” she said.
Morris Towns also discussed the value of marketing products during the Olympics in an interview with Georgetown University. She does not see any negative connotation being placed on companies that choose to sponsor these Olympic Games because people expect to see certain brands at the Olympics. It is a great way to increase brand visibility, she says.

Towns also recently provided expert commentary to USA Today and CCTV (jump to 15:50 in the program).

Prashant Malaviya, associate professor of marketing, also uses his research on understanding how consumers use information to make product judgments and consumption decisions to explain the marketing, sponsoring, and branding issues related to the Olympics.

Ronald Goodstein, associate professor of marketing, also examines the value of sponsorship, congruity between event and brand, how emotional levels related to winning or losing events affect how ads are processed, and brand confusion.

Tags: Marlene Morris Towns Prashant Malaviya Ronald Goodstein