Heslop, Louise A.; Nadeau, John; O'Reilly, Norm - In: International Marketing Review 27 (2010) 4, pp. 404-433
Purpose – The purpose of this paper is to examine the views of residents and foreigners of the Olympics and the host country before and after the mega‐event within the context of marketing theory on country image effects and psychology theories attribution. Design/methodology/approach –...