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.
|International Journal of Sports Marketing and Sponsorship
|Published - 2014
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- Olympic sponsorship
- event involvement
- consumer ethnocentrism
- economic animosity
- intergroup emotions theory
- multiple mediation effects