The Impact of International sport game Between Korean team and The other national team results on the Korean national image

Abstract

Korean entertainment content such soap operas, movies and K-pop songs are believed to significantly improve Korea"s national image and Korean product perception. This study intends to investigate how the game results of large scale global sporting events influence the credibility perception of entertainment stars of other competing nations. In addition, attitudinal changes toward national image and product purchase intention of the other nation are measured. The results showed that no significant difference was disclosed between the game outcomes and credibility of Korean stars. However, the game results, regardless of a Japanese win over or loss to Korea, substantially lowered the national image of Korea and the purchase intention of Korean products. This finding suggests that national rivalry matches in major sporting events have a significant impact on the perceived image of a nation and its products and therefore have to be managed and utilized carefully. This study extends previous research on the theory of international public relations and communication, and provides managerial guidance for sport marketers.