Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism

Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism

Bibliographic Details
Main Authors: Yue, Meng-Lewis, Des, Thwaites, Kishore Gopalakrishna, Pillai
Format: text
Language:eng
Published: Emerald 2014
Subjects:
Olympic sponsorship,event involvement,consumer ethnocentrism,economic animosity,intergroup emotions theory,multiple mediation effects

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