Skip to main content

Patriot Games? Determinants of Responses to Chinese and Foreign Sponsors of the Beijing Olympics

Petrovici, Dan Alex, Shan, Yujian, Gorton, Matthew, Ford, John (2014) Patriot Games? Determinants of Responses to Chinese and Foreign Sponsors of the Beijing Olympics. Journal of Business Research, 68 (6). pp. 1324-1331. ISSN 0148-2963. (doi:10.1016/j.jbusres.2014.12.002) (KAR id:56719)

PDF Author's Accepted Manuscript
Language: English

Creative Commons Licence
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Download (292kB) Preview
XML Word Processing Document (DOCX) Author's Accepted Manuscript
Language: English

Restricted to Repository staff only
Contact us about this Publication
Official URL


The paper assesses the generalizability of Speed and Thompson’s (2000) model of the determinants of sponsorship response to an important and growing market for sponsorship (China). It extends the model by considering differences in effects for foreign and domestically owned sponsors and the role of patriotism. The findings confirm that personal liking for the sponsored event, status of the event, attitude to the sponsor, perceived sincerity of the sponsor and perceived fit between the sponsor and the event are significant factors underpinning positive responses. In contrast to Speed and Thompson (2000), ubiquity of the sponsor is not significant for China. Whether the sponsor is of domestic or foreign origin is identified as an important moderator of sponsorship effects but there is no consistent evidence that foreign sponsors suffer from relatively poorer outcomes in emerging markets compared to domestically owned rivals.

Item Type: Article
DOI/Identification number: 10.1016/j.jbusres.2014.12.002
Uncontrolled keywords: sponsorship, Olympic games
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Dan Petrovici
Date Deposited: 02 Aug 2016 14:40 UTC
Last Modified: 06 Feb 2020 04:14 UTC
Resource URI: (The current URI for this page, for reference purposes)
Petrovici, Dan Alex:
  • Depositors only (login required):


Downloads per month over past year