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?
Paper
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?" Schwartz, Eric (ed.) 8th Annual Sports Marketing Association Conference: Sport Marketing Strategies in Hard Times (SMA 2010). New Orleans, United States 26 - 29 Oct 2010 New Orleans, United States.
| Paper/Presentation Title | 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? |
|---|---|
| Presentation Type | Paper |
| Authors | Sassenberg, Anne-Marie (Author) and Johnson Morgan, Melissa (Author) |
| Editors | Schwartz, Eric |
| Journal or Proceedings Title | Proceedings of the 8th Annual Sport Marketing Association Conference (SMA 2010) |
| Number of Pages | 9 |
| Year | 2010 |
| Place of Publication | New Orleans, United States |
| ISBN | 9780984088416 |
| Web Address (URL) of Paper | http://www.sportmarketingassociation.com/2010conference/2010conferencepresentations/P-78.pdf |
| Conference/Event | 8th Annual Sports Marketing Association Conference: Sport Marketing Strategies in Hard Times (SMA 2010) |
| Event Details | 8th Annual Sports Marketing Association Conference: Sport Marketing Strategies in Hard Times (SMA 2010) Event Date 26 to end of 29 Oct 2010 Event Location New Orleans, United States |
| 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. |
| Keywords | sport sponsorship; celebrity |
| ANZSRC Field of Research 2020 | 529999. Other psychology not elsewhere classified |
| 350604. Marketing communications | |
| 520599. Social and personality psychology not elsewhere classified | |
| Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
| Byline Affiliations | School of Management and Marketing |
| Institution of Origin | University of Southern Queensland |
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