Impacts of Events on the Brand Germany: Perspectives from Younger Korean Consumers

Authors: Woo Jun, Jong; Lee, Hyoungdong

Source: Event Management, Volume 11, Number 3, 2008 , pp. 145-153(9)

Publisher: Cognizant Communication Corporation

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Abstract:

This study explores the impacts of various events on country as a brand. Collecting Korean college students as a sample, this study is designed to examine the roles of events on attitudes toward Germany and subsequent relationships between brand Germany and German companies and visit intentions. This study categorizes various German events into four groups: sports events, business events, cultural festivals, and art events. The findings indicate that the more consumers develop favorable attitudes toward special events held in Germany (e.g., the 2006 FIFA World Cup Soccer Games and art events), the more likely they are to have positive attitudes toward Germany, which in turn leads to more favorable attitudes toward German companies and visit intentions.

Keywords: WORLD CUP SOCCER GAMES; ART EVENT; COUNTRY BRAND; COUNTRY-OF-ORIGIN COMPANY

Document Type: Research article

DOI: 10.3727/152599508784548848

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