Country branding through Olympic Games

This study investigated whether hosting a major international event impacts the host country's brand image among individuals living outside of the host country. In addition, we also investigated whether there was any effect on intention to purchase products from the host country by non-residents. Using a self-administered questionnaire, data were collected from respondents living in the United States one month before the Beijing 2008 Olympic Games, followed by a second questionnaire one month after the games. The results indicate that hosting the Olympic Games had direct and indirect effects on purchase intention due to the change in country brand image. The influence on intention to purchase was greater for unfamiliar products compared with familiar products from the host country. The findings of this study have important implications for country brand image and country branding, as well as for the export of products and brands.