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

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

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DOI (Digital Object Identifier) Link: https://doi.org/10.1108/IJSMS-15-02-2014-B004
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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: Journal Item
Copyright Holders: 2014 Winthrop Publications Limited
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 61840
Depositing User: Yue Meng-Lewis
Date Deposited: 14 Jun 2019 09:47
Last Modified: 21 Jun 2019 16:53
URI: http://oro.open.ac.uk/id/eprint/61840
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