TY - JOUR
T1 - The Effectiveness of Sponsored Events in Promoting a Country's Image
AU - Nebenzahl, Israel D.
PY - 1991/1/1
Y1 - 1991/1/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=0007209979&partnerID=8YFLogxK
U2 - 10.1080/02650487.1991.11104454
DO - 10.1080/02650487.1991.11104454
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AN - SCOPUS:0007209979
SN - 0265-0487
VL - 10
SP - 223
EP - 237
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 3
ER -