Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism

Yue Meng-Lewis; Des Thwaites; Kishore Gopalakrishna Pillai

doi:10.1108/IJSMS-15-02-2014-B004

Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism

Yue Meng-Lewis, Des Thwaites, Kishore Gopalakrishna Pillai

Marketing & Strategy

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Pages (from-to)	30-46
Number of pages	107
Journal	International Journal of Sports Marketing and Sponsorship
Volume	15
Issue number	2
DOIs	https://doi.org/10.1108/IJSMS-15-02-2014-B004
Publication status	Published - 31 Dec 2014

Bibliographical note

© 2014 by Winthrop Publications Limited 2014
Published by Emerald Group Publishing Limited
licensed reuse rights only

Keywords

Olympic sponsorship
event involvement
consumer ethnocentrism;
economic animosity;
intergroup emotions theory
multiple mediation effects

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10.1108/IJSMS-15-02-2014-B004

https://curve.coventry.ac.uk/open/items/57aedd46-f9ee-43d7-bb4e-46a260baedf2/1/

Cite this

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title = "Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism",

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.",

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Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism

Abstract

Bibliographical note

Keywords

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