TY  - JOUR
AB  - 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.
VL  - 12
IS  - 4
SN  - 1464-6668
DO  - 10.1108/IJSMS-12-04-2011-B002
UR  - https://doi.org/10.1108/IJSMS-12-04-2011-B002
AU  - Chung Wonjun
AU  - Woo Chang Wan
PY  - 2011
Y1  - 2011/01/01
TI  - The effects of hosting an international sports event on a host country: the 2008 summer Olympic Games
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 2
EP  - 21
Y2  - 2024/04/24
ER  -