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The Effectiveness of Sponsored Events in Promoting a Country's Image

53 citations0/0 files storedInternational Journal of Advertising

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Consumer Behavior in Brand Consumption and Identification Sport and Mega-Event Impacts European Cultural and National Identity

Abstract

This paper examines the extent to which sponsorship of an international event can change a country's image. From personal interviews with a representative sample of Israeli adults taken before and after the 1988 Olympic games held in Seoul, Korea, attitudes towards electronic consumer goods made in South Korea, Japan and West Germany were measured. A pre-test and post-test with control experimental design was used. The results show that sponsorship can improve a country's image as measured by more positive product evaluations.

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References

1982Country-of-Origin Effects on Product Evaluations 1983Consumer Attitudes towards Products of Foreign Origin: Do They Vary Across Product Classes?1983Commercial Sponsorship 1969A Media Planning Calculus 1987Corporate Objectives in Sports Sponsorship 1987Sponsorship: An Important Component of the Promotions Mix 1984Sponsorship Works Differently from Advertising 1987Does "country-of-origin" matter? : some findings from a cross-cultural study of consumer views about foreign products

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2010Country-of-Origin Effects on Consumers’ Evaluations of Automobiles: Perspectives from a Developing Nation 2006Virtual advertising and brand awareness 2006Do South Korean companies need to obscure their country‐of‐origin image?2004Impact of Sponsorship on Companies That Supported the 2002 Salt Lake City Winter Paralympics 1995Sponsorship-Linked Marketing Development

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