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

4 Citations (Scopus)

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 pages17
JournalInternational Journal of Sports Marketing & Sponsorship
Volume15
Issue number2
DOIs
Publication statusPublished - 2014

Keywords

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

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