The Effectiveness of Sponsored Events in Promoting a Country's Image

Israel D. Nebenzahl

Research output: Contribution to journalArticlepeer-review

33 Scopus citations

Abstract

This paper examines the extent to which sponsorship of an international event can change a country's image. From personal interviews with a representative sample of Israeli adults taken before and after the 1988 Olympic games held in Seoul, Korea, attitudes towards electronic consumer goods made in South Korea, Japan and West Germany were measured. A pre-test and post-test with control experimental design was used. The results show that sponsorship can improve a country's image as measured by more positive product evaluations.

Original languageEnglish
Pages (from-to)223-237
Number of pages15
JournalInternational Journal of Advertising
Volume10
Issue number3
DOIs
StatePublished - 1 Jan 1991

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