Effects of sport celebrity transgressions: an exploratory study

Article

Sassenberg, A.. 2015. "Effects of sport celebrity transgressions: an exploratory study." Sport Marketing Quarterly. 24 (2), pp. 78-90.
Article Title

Effects of sport celebrity transgressions: an exploratory study

ERA Journal ID19505
Article CategoryArticle
Authors
AuthorSassenberg, A.
Journal TitleSport Marketing Quarterly
Journal Citation24 (2), pp. 78-90
Number of Pages13
Year2015
Place of PublicationUnited States
ISSN1061-6934
1557-2528
Web Address (URL)http://epay.wvsto.com/WVU/WVFITSportBooks/Effects-of-Sport-Celebrity-Transgressions-An-Exploratory-Study-pp-78-90-P11137.aspx
Abstract

This paper has developed a conceptual model that has been based on the perceptions of consumers about the impact of different types of sport celebrity transgressions (SCTs) on their sport celebrity brand image. Focus group results have indicated that when SCTs ensue, consumers may have a positive attitude towards the sport-related brand attributes, while at the same time a negative attitude towards the non-sport-related brand attributes. Furthermore, SCTs seemed to impact negatively on consumers’ attitudes towards both the symbolic and experiential brand benefits. Findings showed consumers indicated positive emotional responses to some on-field SCTs. These findings have shown that the type of SCT may influence the impact of an SCT on the sport celebrity brand image.

Keywordssport industry; sports marketing; sport celebrities; brand image; transgressions
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350606. Marketing research methodology
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

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