Helping sport management to protect corporate social responsibility

Sassenberg, Anne-Marie (2018) Helping sport management to protect corporate social responsibility. In: 2018 Global Marketing Conference at Tokyo, 26-29 July 2018, Tokyo, Japan.

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Abstract

This study represents the first attempt to investigate how consumers expect sport management to respond to sport celebrity transgressions, while still protecting their corporate social responsibility. Consumer responses were resourced from online forum sites and the investigation noted that consumers expect sport management to respond to sport celebrity transgressions in several ways. Findings indicated that consumers noted specific sport celebrity transgression responses: 1) suspension; 2) apology; 3) fine; and 3) develop educational programmes for sport celebrities. Additionally, consumers indicated that these response strategies should be consistent and uniform through all types of sport.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions preventing deposit of Accepted Version.
Faculty/School / Institute/Centre: Historic - Faculty of Business, Education, Law and Arts - School of Management and Enterprise (1 Jul 2013 - 17 Jan 2021)
Faculty/School / Institute/Centre: Historic - Faculty of Business, Education, Law and Arts - School of Management and Enterprise (1 Jul 2013 - 17 Jan 2021)
Date Deposited: 09 Sep 2021 06:30
Last Modified: 20 Oct 2021 00:37
Uncontrolled Keywords: sport, management, celebrity, corporate social responsibility, online forum site
Fields of Research (2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350703 Disaster and emergency management
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350702 Corporate social responsibility
Socio-Economic Objectives (2008): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
E Expanding Knowledge > 97 Expanding Knowledge > 970116 Expanding Knowledge through Studies of Human Society
C Society > 95 Cultural Understanding > 9502 Communication > 950299 Communication not elsewhere classified
Socio-Economic Objectives (2020): 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150302 Management
28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services
22 INFORMATION AND COMMUNICATION SERVICES > 2299 Other information and communication services > 229999 Other information and communication services not elsewhere classified
Identification Number or DOI: doi:10.15444/GMC2018.06.02.02
URI: http://eprints.usq.edu.au/id/eprint/40957

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