The impact of negative publicity on: an individual sporting celebrity's brand DNA; the brand DNA of their associated team and/or sport; and attitudes of their sponsors and partners
Paper
Paper/Presentation Title | The impact of negative publicity on: an individual sporting celebrity's brand DNA; the brand DNA of their associated team and/or sport; and attitudes of their sponsors and partners |
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Presentation Type | Paper |
Authors | Johnson Morgan, Melissa (Author), Summers, Jane (Author) and Sassenberg, Anne-Marie (Author) |
Editors | James, Jeffrey, Summers, Jane and Johnson Morgan, Melissa |
Journal or Proceedings Title | Proceedings of the 6th Annual Sport Marketing Association Conference (SMA 2008) |
Number of Pages | 7 |
Year | 2008 |
Place of Publication | Toowoomba, Australia |
ISBN | 9780646509419 |
Web Address (URL) of Paper | http://www.sportmarketingassociation.com/2008conference.htm |
Conference/Event | 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008) |
Event Details | 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008) Event Date 17 to end of 19 Jul 2008 Event Location Gold Coast, Australia |
Abstract | The Australian sports industry is a multi-billion dollar industry. Sport celebrities have become brand identities and iconic marketing ‘products’ in their own right (Till 2001; Pornpitakpan 2003; Hughes & Shank 2005; Till & Shimp 1998; Charbonneau & Garland 2005). This means that the attitudes, beliefs and behaviours of sports celebrities represent the core aspects of their brand DNA. Thus is it likely that both positive and negative incidents will have an impact on the ‘marketability’ of the celebrity and his or her associated team, club or sport in general. |
Keywords | sport marketing; sport; marketing; reputation management |
ANZSRC Field of Research 2020 | 350405. Sport and leisure management |
520599. Social and personality psychology not elsewhere classified | |
350605. Marketing management (incl. strategy and customer relations) | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9yzq4/the-impact-of-negative-publicity-on-an-individual-sporting-celebrity-s-brand-dna-the-brand-dna-of-their-associated-team-and-or-sport-and-attitudes-of-their-sponsors-and-partners
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