Tourist attitudes to mega-event sponsors : where does patriotism fit ? / Ching-Hung Chang, Brian EM King, Shih-Tung Shu

Chang, Ching-Hung | King, Brian EM | Shu, Shih-Tung

The sponsoring of mega-events enables organizations to capitalize on the power of sport to stimulate passionate brand identifications among attendees. However, a critical issue that has not been addressed by scholars is whether the effects of sponsoring mega-events such as the Olympics by a foreign brand will resemble the equivalent sponsorship by a domestic counterpart. This study investigated attendees at the 2014 Summer Youth Olympic Games in Nanjing, China, a city with a long history of patriotic nationalism directed against Japan.


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