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


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.

Publication DOI: https://doi.org/10.1108/IJSMS-15-02-2014-B004
Divisions: Aston Business School > Marketing & Strategy
Additional Information: © 2014 by Winthrop Publications Limited 2014 Published by Emerald Group Publishing Limited licensed reuse rights only
Uncontrolled Keywords: Olympic sponsorship ,event involvement,consumer ethnocentrism;,economic animosity;,intergroup emotions theory,multiple mediation effects
Full Text Link: https://curve.c ... 46a260baedf2/1/
Related URLs: http://www.emer ... 15-02-2014-B004 (Publisher URL)
Published Date: 2014-12-31
Authors: Meng-Lewis, Yue
Thwaites, Des
Gopalakrishna Pillai, Kishore ( 0000-0003-1880-9150)

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