Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2014
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.
Keywords
Citation
Meng-Lewis, Y., Thwaites, D. and Pillai, K.G. (2014), "Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism", International Journal of Sports Marketing and Sponsorship, Vol. 15 No. 2, pp. 30-46. https://doi.org/10.1108/IJSMS-15-02-2014-B004
Publisher
:Emerald Group Publishing Limited
Copyright © 2014 by Winthrop Publications Limited