Resident Involvement: The Case of World Cup 2010

Adele Berndt, Hb Klopper, Ilse Niemann-Struweg, Corne Meintjes

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


International sports events such as World Cup soccer and the Olympics require the support of residents for their success. While the event serves as an opportunity to showcase the country and attract tourists, residents contribute to the success in attending the event while also supporting government initiatives to develop the necessary infrastructure. Involvement is an important concept in Marketing, with theory developed surrounding high and low involvement products and the use of involvement in advertising research. Despite this, little research has been undertaken among residents regarding their involvement in a major sports event. As involvement of residents in an event is important to the success of the event, the purpose of the study was to determine the involvement among residents of South Africa with regards to the Soccer World Cup held in South Africa during June and July 2010.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
Publication statusPublished - 2015
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Advertising Research
  • International Tourist
  • Language Group
  • Local Economic Development
  • Sport Event

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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