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

Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

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

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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
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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

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