Authors: Ilias Kapareliotis; Katerina Voutsina
Addresses: Marketing Department, The American College of Greece, 6, Gravias Str. 15342, Greece ' Marketing Department, The American College of Greece, 6, Gravias Str. 15342, Greece
Abstract: The importance of mega sports events in relation to city branding has long been recognised by both academics and practitioners from a variety of functional disciplines. This paper links the concepts of city branding and sports events with that of patriotism. The study is based on a systematic literature review that results in a proposition of a conceptual framework, and a synthesis of key findings, which are presented through the proposed conceptual framework. The framework suggests that patriotic feelings enjoyed by citizens of the host city are expected to further develop and intensify in the context of a sports event, while at the same time, positively moderate the impact of the given sports event on the city brand. The implications for practitioners and academics are discussed.
Keywords: city branding; sport event; patriotism; stakeholders.
International Journal of Sport Management and Marketing, 2020 Vol.20 No.1/2, pp.118 - 130
Received: 29 Jan 2018
Accepted: 04 Sep 2018
Published online: 14 Sep 2020 *