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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1464-6668
- DOI
- 10.1108/IJSMS-15-02-2014-B004
- Publisher site
- See Article on Publisher Site
Abstract
This study investigates Chinese consumers' responses to foreign and domestic sponsors engaged in the Beijing Olympic Games. It identifies direct causalrelationships between consumer ethnocentrism, attitudes towards the sponsor and product judgement. Findings reveal that event involvement mediates thepositive relationship between consumer ethnocentrism and attitudes towards the domestic sponsor. Attitudes towards foreign sponsors are found to be a significantmediator in the relationship between consumer ethnocentrism and judgements of the sponsors' products. Theoretical and managerial implications arediscussed.
Journal
International Journal of Sports Marketing and Sponsorship – Emerald Publishing
Published: Jan 1, 2014