The type of sport celebrity transgression: does it impact on the associated sponsors and sport?

Sassenberg, Anne-Marie (2016) The type of sport celebrity transgression: does it impact on the associated sponsors and sport? In: 5th Joint International Conference on Advances in Economics, Management and Social Study – EMS, 12-13 March 2016, Kuala Lumpur, Malaysia.


The brand image transfer and associative learning theories indicate the transference of the positive sport celebrity brand image to the sponsor brand image during sponsorship (McCracken 1989). Furthermore, studies show that the characteristic of sport celebrity transgressions (off-field and on-field) impact on consumers’ perceptions of transgressions (Summers et al. 2008). However, the potential transfer of a negative sport celebrity image on the associated sponsors and sport, in relation to the characteristics of the sport celebrity transgression (SCT), has largely been ignored. This paper investigated how the off-field and on-field SCT impact on the brand image of the celebrity’s associated sponsors and sport. The study investigated nine different transgression scenarios and analysed 2987 online comments. The findings indicated that the characteristics of SCTs can further be categorized into more specific groups.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Copyright 2016 Institute of Research and Doctors.
Faculty / Department / School: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 01 Apr 2016 03:14
Last Modified: 21 Sep 2017 04:09
Uncontrolled Keywords: communication; celebrity sponsorship; brand image; transgressions
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
Identification Number or DOI: doi:15224/978-1-634248-089-7-33

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