Scandals, sports and sponsors: what impact do sport celebrity transgressions have on consumer's perceptions of the celebrity's brand image and the brand image of their sponsors?

Sassenberg, Anne-Marie and Johnson Morgan, Melissa (2010) Scandals, sports and sponsors: what impact do sport celebrity transgressions have on consumer's perceptions of the celebrity's brand image and the brand image of their sponsors? In: 8th Annual Sports Marketing Association Conference: Sport Marketing Strategies in Hard Times (SMA 2010), 26-29 Oct 2010, New Orleans, LA, USA.

Abstract

While the positive benefits of sport sponsorship have been well researched, the potentially damaging effect of sport celebrity transgression on their own brand image and the image of their sponsors has largely been ignored. This paper reviews the literature surrounding positive brand image transfer, on which sport sponsorship is dependent, and asks how negative images resulting from transgression might impact on the brand image of the celebrity and subsequently their sponsors. Marrying principles from sport sponsorship and celebrity transgression literatures, this paper presents a potential model of the factors impacting consumers‟ attitudes towards sport celebrities and their sponsors following transgression, and recommends four research propositions to guide future research.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to paper due to publisher copyright restrictions.
Depositing User: Dr Melissa Johnson Morgan
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 05 Apr 2011 11:53
Last Modified: 03 Jul 2013 00:35
Uncontrolled Keywords: sport sponsorship; celebrity
Fields of Research (FOR2008): 17 Psychology and Cognitive Sciences > 1701 Psychology > 170109 Personality, Abilities and Assessment
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/18794

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