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

Yue Meng-Lewis (Senior Lecturer in Marketing Communications Media School, Talbot Campus, Bournemouth University, Poole, Dorset BH12 5BB, UK)
Des Thwaites (Senior Lecturer in Marketing, Leeds University Business School, UK)
Kishore Gopalakrishna Pillai (Reader in Marketing, Aston Business School, UK)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 January 2014

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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.

Keywords

Citation

Meng-Lewis, Y., Thwaites, D. and Pillai, K.G. (2014), "Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism", International Journal of Sports Marketing and Sponsorship, Vol. 15 No. 2, pp. 30-46. https://doi.org/10.1108/IJSMS-15-02-2014-B004

Publisher

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Emerald Group Publishing Limited

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