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

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.