Claudio Rocha and Fiona Wyse

Th e aim of this study was to investigate whether 2018 FIFA World Cup (FWC) consumers would engage in political consumerism to reduce a perceived dissonance between host country (Russia) brand image and FWC brand attributes. Literature has associated Russia-hosted sport mega-events (SME) with violations of human rights. Drawing on cognitive dissonance theory, we investigate UK consumers (n = 417) on their per-ceptions about Russia’s brand image (cognitive and aff ective attributes) and FWC brand attributes before and aft er the event. Online questionnaires were used to collect data, which...Read more

D. Gloria Wu
Laurence Chalip

The marketing appeal of sport associations extends to sportswear brands, with the result that they are increasingly allied with fashion designer brands. Effects of such alliances are tested experimentally using price and user image as dependent variables. Among males, co-branding with a fashion designer brand generated a higher expected price for shirts bearing the sportswear logo, but adding a sportswear logo did not affect the expected price of shirts bearing a fashion designer logo. Among females, co-branding with a sportswear brand generated a lower expected price for shirts bearing a...Read more