This study investigated whether the 2008 summer Olympic Games improved the country image of China among foreign consumers. It examined the extent to which the changed country image contributed to its product image. A quasi-experimental research design was used, with surveys taken two months before and two months after the event. The results showed that hosting the Olympics significantly improved the country image of China but did not affect the image of its products in a positive way.
Chung, W. and Woo, C.W. (2011), "The effects of hosting an international sports event on a host country: the 2008 summer Olympic Games", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 4, pp. 2-21. https://doi.org/10.1108/IJSMS-12-04-2011-B002
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