The type of sport celebrity transgression: does it impact on the associated sponsors and sport?

Paper

Sassenberg, Anne-Marie. 2016. "The type of sport celebrity transgression: does it impact on the associated sponsors and sport?" 5th International Conference on Advances in Economics, Management and Social Study. Kuala Lumpur, Malaysia 12 - 13 Mar 2016 United States. https://doi.org/10.15224/978-1-634248-089-7-33
Paper/Presentation Title

The type of sport celebrity transgression: does it impact on the associated sponsors and sport?

Presentation TypePaper
Authors
AuthorSassenberg, Anne-Marie
Journal or Proceedings TitleProceedings of the 5th Joint International Conference on Advances in Economics, Management and Social Study – EMS
Number of Pages5
Year2016
Place of PublicationUnited States
ISBN978-1-634248-089-7
Digital Object Identifier (DOI)https://doi.org/10.15224/978-1-634248-089-7-33
Web Address (URL) of Paperhttp://10times.com/ems-kualalumpur
Conference/Event5th International Conference on Advances in Economics, Management and Social Study
Event Details
5th International Conference on Advances in Economics, Management and Social Study
Event Date
12 to end of 13 Mar 2016
Event Location
Kuala Lumpur, Malaysia
Abstract

The brand image transfer and associative learning theories indicate the transference of the positive sport celebrity brand image to the sponsor brand image during sponsorship (McCracken 1989). Furthermore, studies show that the characteristic of sport celebrity transgressions (off-field and on-field) impact on consumers’ perceptions of transgressions (Summers et al. 2008). However, the potential transfer of a negative sport celebrity image on the associated sponsors and sport, in relation to the characteristics of the sport celebrity transgression (SCT), has largely been ignored. This paper investigated how the off-field and on-field SCT impact on the brand image of the celebrity’s associated sponsors and sport. The study investigated nine different transgression scenarios and analysed 2987 online comments. The findings indicated that the characteristics of SCTs can further be categorized into more specific groups.

Keywordscommunication; celebrity sponsorship; brand image; transgressions
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
Public Notes

Copyright 2016 Institute of Research and Doctors.

Byline AffiliationsSchool of Management and Enterprise
Institution of OriginUniversity of Southern Queensland
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