Abstract
Purpose – Previous research has solidly demonstrated that successful sports teams and athletes can sway purchase behavior and other critical outcomes (Braunstein-Minkove et al.; McEvoy; Bush et al.). The purpose of this paper is to explore the impact that a globally prominent sports team can have on perceptions of the country by foreigners. The importance of a country's image as a cue in consumer choice behavior is well recognized in the business literature. However, relatively little empirical research has been done in determining what factors influence the formation of country-of-origin (COO) image in the minds of potential consumers and tourists. The paper theorizes that loyalty and viewership of a country's sports team will be a significant predictor of COO image. Design/methodology/approach – In all, 951 individuals from four different countries were surveyed to determine their loyalty and viewership of Manchester United Football Club and their perceptions of the geographic home of the team. Findings...
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