How hosting a mega-event changes the emotional connection of spectators with destination brands: brand personality of the Olympics and South Korea

This study examines the legacy of hosting a mega-event through the brand personality of the host nation and mega-event, using a longitudinal approach. Specifically, we investigated how spectator perceptions of the brand personality of South Korea and the 2018 PyeongChang Winter Olympic Games changed over time - before (T1), during (T2), and after the event (T3). The findings showed that the components of excitement, competence, and ruggedness in South Korea increased during the event (T2), but the traits of excitement and ruggedness were not sustained after the event (T3).