Tourist attitudes to mega-event sponsors: Where does patriotism fit?

Ching Hung Chang, Brian E.M. King, Shih Tung Shu

Research output: Journal article publicationJournal articleAcademic researchpeer-review

5 Citations (Scopus)


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. In particular, few scholars have investigated attendee perceptions of congruities between event sponsor and self-sponsor brand favorability emanating from an overseas country with where there are longstanding tensions and from home. 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. The researchers identify that self-domestic sponsor congruity mediates the impact of patriotism among domestic attendees on their favorability toward domestic brands. Self-foreign sponsor congruity moderates the impact of event liking on favorability, even in the case of sponsors from a country with hostile connotations. The study has managerial implications for targeting and localization strategies by sponsor brands both domestic and overseas. It is proposed that foreign brand sponsors of mega-events should pursue local brand adaption through the incorporation local narratives with which residents can identify.

Original languageEnglish
Pages (from-to)320-333
Number of pages14
JournalJournal of Vacation Marketing
Issue number3
Publication statusPublished - 1 Jul 2020


  • Event liking
  • event tourism
  • patriotism
  • self-sponsor congruity
  • sponsor favorability
  • sport tourism

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


Dive into the research topics of 'Tourist attitudes to mega-event sponsors: Where does patriotism fit?'. Together they form a unique fingerprint.

Cite this