Patriot Games? Determinants of Responses to Chinese and Foreign Sponsors of the Beijing Olympics

The paper assesses the generalizability of Speed and Thompson’s (2000) model of the determinants of sponsorship response to an important and growing market for sponsorship (China). It extends the model by considering differences in effects for foreign and domestically owned sponsors and the role of patriotism. The findings confirm that personal liking for the sponsored event, status of the event, attitude to the sponsor, perceived sincerity of the sponsor and perceived fit between the sponsor and the event are significant factors underpinning positive responses. In contrast to Speed and Thompson (2000), ubiquity of the sponsor is not significant for China. Whether the sponsor is of domestic or foreign origin is identified as an important moderator of sponsorship effects but there is no consistent evidence that foreign sponsors suffer from relatively poorer outcomes in emerging markets compared to domestically owned rivals

Validity and Reproducibility of a Revised Semiquantitative Food Frequency Questionnaire (SQFFQ) for Women of Age-group 12-44 Years in Chengdu

To find a credible nutritional screening tool for evaluating relationship between nutritional status and diseases in Chengdu female residents, the reliability and validity of a revised semi-quantitative food frequency questionnaire (SQFFQ) were tested. The validity was assessed by comparing the SQFFQ with the \u2018standard\u2019 method of 3 days\u2019 dietary recall, and the reliability was assessed by comparing the first SQFFQ with the second SQFFQ at 4 weeks interval. Correlation analysis showed that, for reliability, the average correlation coefficient (CC) of 22 kinds of nutrients was 0.66 and reduced to 0.60 after adjusting for energy; the average of intra-class correlation coefficients (ICC) was 0.65. For validity, the average CC was 0.35 and remained stable after adjusting for CC of energy or nutrients. Validity of 17 nutrients in SQFFQ survey had correlation with result of 3 days\u2019 dietary recall. The results showed that the revised SQFFQ can be used for investigating the role of nutrients in development of disease in Chengdu female residents