... image consists of positive associations that point to the effectiveness of soap operas broadcast abroad and promotional investments into the creation of the country image in foreign markets. Negative perceptions are related to human rights and gender inequalities. Limitations implications The use...

... involves the relationship of the country image evaluation to the evaluation of the Olympic Games. Originality/value This paper addresses a gap that exists in image‐based research on mega‐events. In particular, this study explores mega‐event image in the context of the host country and destination...