Helping sport management to protect corporate social responsibility

Paper

Sassenberg, Anne-Marie. 2018. "Helping sport management to protect corporate social responsibility." 2018 Global Marketing Conference at Tokyo. Tokyo, Japan 26 - 29 Jul 2018 Korea. https://doi.org/10.15444/GMC2018.06.02.02
Paper/Presentation Title

Helping sport management to protect corporate social responsibility

Presentation TypePaper
Authors
AuthorSassenberg, Anne-Marie
Journal or Proceedings TitleProceedings of the 2018 Global Marketing Conference at Tokyo
Number of Pages6
Year2018
Place of PublicationKorea
Digital Object Identifier (DOI)https://doi.org/10.15444/GMC2018.06.02.02
Web Address (URL) of Paperhttp://gmcproceedings.net/html/sub3_01.html
Conference/Event2018 Global Marketing Conference at Tokyo
Event Details
2018 Global Marketing Conference at Tokyo
Event Date
26 to end of 29 Jul 2018
Event Location
Tokyo, Japan
Abstract

This study represents the first attempt to investigate how consumers expect sport management to respond to sport celebrity transgressions, while still protecting their corporate social responsibility. Consumer responses were resourced from online forum sites and the investigation noted that consumers expect sport management to respond to sport celebrity transgressions in several ways. Findings indicated that consumers noted specific sport celebrity transgression responses: 1) suspension; 2) apology; 3) fine; and 3) develop educational programmes for sport celebrities. Additionally, consumers indicated that these response strategies should be consistent and uniform through all types of sport.

Keywordssport, management, celebrity, corporate social responsibility, online forum site
ANZSRC Field of Research 2020350703. Disaster and emergency management
350799. Strategy, management and organisational behaviour not elsewhere classified
350702. Corporate social responsibility
Public Notes

No evidence of copyright restrictions preventing deposit of Accepted Version.

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