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

Meng-Lewis, Yue, Thwaites, Des and Pillai, Kishore Gopalakrishna (2014) Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism. International Journal of Sports Marketing & Sponsorship, 15 (2). pp. 30-46.

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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 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.

Item Type: Article
Uncontrolled Keywords: olympic sponsorship,event involvement,consumer ethnocentrism,economic animosity,intergroup emotions theory,multiple mediation effects
Faculty \ School: Faculty of Social Sciences > Norwich Business School
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Depositing User: Pure Connector
Date Deposited: 18 Oct 2016 15:00
Last Modified: 22 Apr 2020 01:51
URI: https://ueaeprints.uea.ac.uk/id/eprint/60967
DOI: 10.1108/IJSMS-15-02-2014-B004

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