Th e aim of this study was to investigate whether 2018 FIFA World Cup (FWC) consumers would engage in political consumerism to reduce a perceived dissonance between host country (Russia) brand image and FWC brand attributes. Literature has associated Russia-hosted sport mega-events (SME) with violations of human rights. Drawing on cognitive dissonance theory, we investigate UK consumers (n = 417) on their perceptions about Russia’s brand image (cognitive and aff ective attributes) and FWC brand attributes before and aft er the event. Online questionnaires were used to collect data, which were analyzed via covariance-based structural equation modeling. Findings showed that intentions did not diff er from behaviors of political consumerism toward 2018 FWC products. Lower evaluations of aff ective host image attributes led to more political consumerism. Higher perceptions of the FWC attributes led to less political consumerism. Results inform FIFA (and possibly other SME owners) on how poor human rights practices (aff ective attributes) may aff ect the consumption of their products. Results also inform hosts about ineff ectiveness of associating themselves with brands like FWC without showing concerns about human rights.

中文翻译：

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东道国品牌形象与政治消费主义：以 2018 年俄罗斯世界杯为例

本研究的目的是调查 2018 年 FIFA 世界杯 (FWC) 消费者是否会参与政治消费主义，以减少东道国（俄罗斯）品牌形象与 FWC 品牌属性之间的感知不协调。文献将俄罗斯主办的大型体育赛事 (SME) 与侵犯人权行为联系起来。利用认知失调理论，我们调查了英国消费者（n = 417）在事件前后对俄罗斯品牌形象（认知和情感属性）和 FWC 品牌属性的看法。在线问卷用于收集数据，通过基于协方差的结构方程模型进行分析。调查结果表明，意图与政治消费主义对 2018 年 FWC 产品的行为没有区别。对情感主人形象属性的较低评估导致更多的政治消费主义。对 FWC 属性的更高认识导致更少的政治消费主义。结果告知国际足联（可能还有其他中小企业所有者）不良的人权实践（情感属性）如何影响其产品的消费。结果还告诉主持人，将自己与 FWC 等品牌联系起来而不表现出对人权的担忧是无效的。