Publication Type : Journal Article
Publisher : Emerald
Source : International Journal of Sports Marketing & Sponsorship, 15, 2, 107-123.
Url : https://www.emerald.com/insight/content/doi/10.1108/IJSMS-15-02-2014-B004/full/html
Keywords : Olympic sponsorship, Event involvement, Consumer ethnocentrism, Economic animosity, Intergroup emotions theory, Multiple mediation effects
Year : 2014
Abstract : This study investigates Chinese consumers' responses to foreign and domestic sponsors engaged in the Beijing Olympic Games. It identifies direct causal relationships between consumer ethnocentrism, attitudes towards the sponsor and product judgement. Findings reveal that event involvement mediates the positive relationship between consumer ethnocentrism and attitudes towards the domestic sponsor. Attitudes towards foreign sponsors are found to be a significant mediator in the relationship between consumer ethnocentrism and judgements of the sponsors' products. Theoretical and managerial implications are discussed.
Cite this Research Publication : Yue Meng-Lewis, Des Thwaites, Kishore Gopalakrishna Pillai (2014), “Effectiveness of Olympic Sponsorship by Foreign and Domestic Companies” DOI: 10.1108/IJSMS-15-02-2014-B004