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'Win in Africa, With Africa': Social responsibility, event image, and destination benefits. The case of the 2010 FIFA World Cup in South Africa

机译:“与非洲共赢非洲”:社会责任,活动形象和目的地利益。南非2010年FIFA世界杯案例

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摘要

Applying image transfer related to sponsorship theory and the cognitive-affective model of consumer behavior, this study explores how the deployment of a socially responsible program by a multinational (non-governmental) sport organization impacts the image of a mega sport event. Using the 2010 FIFA World Cup as the research context, the hypothesized model is tested among a sample of international sport tourists (N = 6606) from all nine host cities (ten stadiums) in South Africa during the tournament. The structural model results demonstrate that: (1) tourists' familiarity with the 'Win in Africa, with Africa' program, and (2) the perception of FIFA as a socially responsible organization influence event image and one form of consumer patronage.
机译:应用与赞助理论和消费者行为的认知情感模型相关的图像传递,本研究探讨了跨国(非政府)体育组织实施的对社会负责的计划如何影响大型体育赛事的形象。以2010年FIFA世界杯为研究背景,在比赛期间,从来自南非所有九个主办城市(十个体育场)的国际体育游客(N = 6606)样本中测试了该假设模型。结构模型的结果表明:(1)游客熟悉“用非洲赢得非洲”计划,以及(2)FIFA被视为具有社会责任感的组织,这会影响事件形象和一种消费者赞助形式。

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