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

Yue Meng-Lewis, Des Thwaites, Kishore Gopalakrishna Pillai

Research output: Contribution to journalArticle

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 languageEnglish
Pages (from-to)30-46
Number of pages107
JournalInternational Journal of Sports Marketing and Sponsorship
Volume15
Issue number2
DOIs
Publication statusPublished - 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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