The cameo effect of host country and the transitory mega-event: patterns of effect on sponsorship evaluation for sport tourists and residents

J Nadeau, OR Norm, E Cakmak, LA Heslop, S Verwey

Research output: Contribution to journalArticleScientificpeer-review

6 Citations (Scopus)

Abstract

In this paper, the authors address a literature gap with regard to sponsorship outcomes of mega-events and their host countries. This paper is about research that investigates the interrelatedness of three important images-host country, mega-event, and sponsor images-from the perspective of a cameo appearance building on the sponsorship and brand placement literature. It is based on the premise that the host city makes a cameo appearance during a mega-event for sport tourists while the event itself makes a cameo appearance for residents of the host country. The results indicate that mega-events can have a transitory influence, and that cameo effects exist, but that the patterns of relationships are different for sport tourists and residents.

Original languageEnglish
Pages (from-to)656-671
Number of pages16
JournalJournal of Sport Management
Volume30
Issue number6
DOIs
Publication statusPublished - 2016

Keywords

  • Destination image
  • FIFA World Cup
  • Place
  • Sport

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