Effects of sport celebrity transgressions: an exploratory study

Sassenberg, A. (2015) Effects of sport celebrity transgressions: an exploratory study. Sport Marketing Quarterly, 24 (2). pp. 78-90. ISSN 1061-6934

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Abstract

This paper has developed a conceptual model that has been based on the perceptions of consumers about the impact of different types of sport celebrity transgressions (SCTs) on their sport celebrity brand image. Focus group results have indicated that when SCTs ensue, consumers may have a positive attitude towards the sport-related brand attributes, while at the same time a negative attitude towards the non-sport-related brand attributes. Furthermore, SCTs seemed to impact negatively on consumers’ attitudes towards both the symbolic and experiential brand benefits. Findings showed consumers indicated positive emotional responses to some on-field SCTs. These findings have shown that the type of SCT may influence the impact of an SCT on the sport celebrity brand image.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Published version deposited in accordance with the copyright policy of the publisher.
Faculty / Department / School: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 17 Sep 2015 02:20
Last Modified: 27 Jul 2016 00:28
Uncontrolled Keywords: sport industry; sports marketing; sport celebrities; brand image; transgressions
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
URI: http://eprints.usq.edu.au/id/eprint/27731

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