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


Meng-Lewis, Y. , Thwaites, D. and Gopalakrishna Pillai, K. (2014) Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism. International Journal of Sports Marketing and Sponsorship, volume 15 (2): 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.



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Item TypeArticle
TitleEffectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism
Authors Meng-Lewis, Y.
Thwaites, D.
Gopalakrishna Pillai, K.
Uncontrolled KeywordsOlympic sponsorship, event involvement, consumer ethnocentrism, economic animosity, intergroup emotions theory, multiple mediation effects
Departments Business, Environment and Society
Marketing and Advertising Applied Research Group
Marketing and Advertising
Identifiers
ISSN1464-6668
DOI10.1108/IJSMS-15-02-2014-B004
Publisher statement'This article is © Emerald Group Publishing and permission has been granted for this version to appear here https://curve.coventry.ac.uk/open/items/57aedd46-f9ee-43d7- bb4e-46a260baedf2/1/. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.'
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Deposited on 02-Feb-2016 in Research - Coventry.
Last modified on 19-Sep-2016

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