Host Country Brand Image and Political Consumerism: The Case of Russia 2018 FIFA World Cup

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2020-03-01 DOI:10.32731/smq.291.032020.05

Claudio M. Rocha, Fiona Wyse

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引用次数: 3

Abstract

Th e aim of this study was to investigate whether 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’s brand image (cognitive and aff ective attributes) and FWC brand attributes before and aft er the event. Online questionnaires were used to collect data, which were analyzed via covariance-based structural equation modeling. Findings showed that intentions did not diff er from behaviors of political consumerism toward 2018 FWC products. Lower evaluations of aff ective 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 (aff ective attributes) may aff ect the consumption of their products. Results also inform hosts about ineff ectiveness of associating themselves with brands like FWC without showing concerns about human rights.

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东道国品牌形象与政治消费主义——以俄罗斯2018年国际足联世界杯为例

本研究的目的是调查2018年FIFA世界杯(FWC)消费者是否会参与政治消费主义，以减少东道国(俄罗斯)品牌形象与FWC品牌属性之间的感知不和谐。文献将俄罗斯主办的大型体育赛事(SME)与侵犯人权联系在一起。利用认知失调理论，我们调查了英国消费者(n = 417)在活动前后对俄罗斯品牌形象(认知和情感属性)和FWC品牌属性的看法。采用在线问卷收集数据，通过协方差结构方程模型对数据进行分析。调查结果显示，对2018年FWC产品的意图与政治消费主义行为没有区别。对主持人有效形象属性的较低评价导致更多的政治消费主义。对FWC属性的更高认知导致较少的政治消费主义。结果告诉国际足联(可能还有其他中小企业主)，糟糕的人权做法(不良属性)可能会影响他们产品的消费。结果还告诉主持人，与FWC这样的品牌合作而不表现出对人权的关注是无效的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.