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 |
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Pages (from-to) | 30-46 |
Number of pages | 107 |
Journal | International Journal of Sports Marketing and Sponsorship |
Volume | 15 |
Issue number | 2 |
DOIs | |
Publication status | Published - 31 Dec 2014 |
Bibliographical note
© 2014 by Winthrop Publications Limited 2014Published by Emerald Group Publishing Limited
licensed reuse rights only
Keywords
- Olympic sponsorship
- event involvement
- consumer ethnocentrism;
- economic animosity;
- intergroup emotions theory
- multiple mediation effects