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 TypePaper
AuthorsSassenberg, Anne-Marie (Author) and Johnson Morgan, Melissa (Author)
EditorsSchwartz, Eric
Journal or Proceedings TitleProceedings of the 8th Annual Sport Marketing Association Conference (SMA 2010)
Number of Pages9
Year2010
Place of PublicationNew Orleans, United States
ISBN9780984088416
Web Address (URL) of Paperhttp://www.sportmarketingassociation.com/2010conference/2010conferencepresentations/P-78.pdf
Conference/Event8th 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.

Keywordssport sponsorship; celebrity
ANZSRC Field of Research 2020529999. Other psychology not elsewhere classified
350604. Marketing communications
520599. Social and personality psychology not elsewhere classified
Public Notes

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Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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Summers, Jane, Lorterapong, Atasit and Johnson Morgan, Melissa. 2006. "Factors influencing consumer intentions to purchase seasonally discounted athletic footware in Thailand." Fullerton, Sam and Moore, David (ed.) International Conference of the Academy of Business Administration (2006). Munich, Germany 16 - 20 Aug 2006 Ypsilanti, Michigan, USA.
Defining consumer responses to special event entertainment (SEE): key constructs and propositions
Sit, Jason, Johnson Morgan, Melissa and Summers, Jane. 2006. "Defining consumer responses to special event entertainment (SEE): key constructs and propositions." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
Teenage motivations for sport related consumption in Australia
Summers, Jane, Johnson Morgan, Melissa and Kanoyangwa, Ranganai. 2007. "Teenage motivations for sport related consumption in Australia." Pitts, Brenda G. (ed.) 3rd Annual Sport Marketing Association Conference: Sport Marketing in the New Millennium (SMA 2005). Tempe, Arizona 10 - 12 Nov 2005 Morgantown, WV. United States.