Host Country Brand Image and Political Consumerism: The Case of Russia 2018 FIFA World Cup
| Autor: | Claudio M. Rocha, Fiona Wyse |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Marketing
Consumption (economics) Political consumerism sport mega-events consumption boycott Human rights Strategy and Management media_common.quotation_subject human rights co-branding Politics Host country Brand image Tourism Leisure and Hospitality Management Political economy Political science Consumer behaviour media_common Co-branding |
| Zdroj: | Sport Marketing Quarterly. 29:62-76 |
| ISSN: | 1557-2528 1061-6934 |
| DOI: | 10.32731/smq.291.032020.05 |
| Popis: | The aim of this study was to investigate whether the 2018 FIFA World Cup (FWC) consumers would engage in political consumerism to reduce a perceived dissonance between host country (Russia) brand image and FWC brand attributes. Literature has associated Russia hosted sport mega-events (SME) with violations of human rights. Drawing on cognitive dissonance theory, we investigate UK consumers (n = 417) on their perceptions about Russia brand image (cognitive and affective attributes) and FWC brand attributes, before and after the event. Online questionnaires were used to collect data, which were analyzed via covariance-based structural equation modeling. Findings showed that intentions did not differ from behaviors of political consumerism toward 2018 FWC products. Lower evaluations of affective host image attributes led to more political consumerism. Higher perceptions of the FWC attributes led to less political consumerism. Results inform FIFA (and possibly other SME owners) on how poor human rights practices (affective attributes) may affect the consumption of their products. Results also inform hosts about ineffectiveness of associating themselves with brands like FWC, without showing concerns about human rights. |
| Databáze: | OpenAIRE |
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