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

Year: 2014

Type: article

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.

Source: International Journal of Sports Marketing and Sponsorship

DOI: 10.1108/ijsms-15-02-2014-b004

Authors: Yue Meng-Lewis, Des Thwaites, Kishore Gopalakrishna Pillai

Institutions: Bournemouth University, University of Leeds, Aston University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W347681541

FWCI: 3.215

Cites: 53

Cited by: 13

Related to: 10