Did the olympics help the nation branding of china comparing public perception of china with the olympics before and after the 2008 beijing olympics in hong kong
Publication in refereed journal


摘要The purpose of this article is to investigate whether a large-scale sporting event can help to brand a nation. In particular, this study will examine the effect that the 2008 Beijing Olympics has had on the branding image of China. Two surveys conducted in 2005 and 2009 in Hong Kong are used to compare China's Image (CI) with the Olympic Image (OI) to gauge how much China shares the Olympic spirit before and after the Games. The 1000 interviewees of each survey answered the same questionnaire about 15 attributes classified under three sub-brands that contribute to the OI: (1) sport spirit on the functional level; (2) celebration of community on the emotional level; and (3) human values on the self-expressive level. Results show that overall, the OI is perceived better than the CI in both 2005 and 2009. Using the OI as a benchmark, China shares more in sub-brand sports spirit and less in celebration of community and human values with the OI in 2009 than in 2005. Out of the 15 attributes, CI is perceived better than the OI in only two attributes be the best and determination within the sports spirit sub-brand in 2009 than 2005. In 2005, CI was better than the OI in human rights and honor but the effects diminished to become the same with the OI in 2009. In conclusion, the CI has improved in sports spirit only when compared to the OI after the Beijing Olympics. © 2010 Macmillan Publishers Ltd.
著者Lee A.L.
期刊名稱Place Branding and Public Diplomacy
詳細描述6:3.\n\nTo ORKTS: (Place Branding and Public Diplomacy is the first and only journal to concentrate on the practice of applying brand strategy and oth
出版社Palgrave Macmillan Ltd.
出版地United Kingdom
頁次207 - 227
關鍵詞China Image, Hong Kong, nation branding, national image, Olympics

上次更新時間 2019-17-10 於 06:25