The impact of hosting mega sporting events on the images of South Korea and Korea’s corporate brand
This study empirically examines the impact of hosting a mega sporting event on the host country’s images and attitudes toward a brand originated from the country. Data were collected from five different cities in the United States (US) before and after the 2011 World Track and Field Championships held in Daegu. The results of which indicates there was no significant enhancement in the overall images of Korea, while the enhancement of brand images for Korean products was significant after the sporting event. This study also found the moderating effects of sport event involvement on the relationship between the overall images of Korea and the US consumer’s attitudes toward Korea’s corporate brand.