When good athletes go badly
When good athletes go badly
Abstract: This study investigated which decision (maintain vs. dismiss endorsement relationship)will represent the most positive impact on consumers with different levels of fan identification when the celebrity endorser is involved in scandal. MANCOVA was utilized to examine the influence of team identification on consumers’ responses toward sponsors’ decisions. Results indicated that when the sponsor maintained the endorsement relationship, highly identified fans had significantly more positive attitudes and word of mouth intentions than lowly identified fans. Conversely, when the sponsor dismissed the endorsement relationship, lowly identified fans had significantly more positive word of mouth intentions towards the sponsor.
Related Research
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Congestion on the Pitch: Growth and Conflict in Georgia Youth SoccerWelch Suggs and Gabriella Etienne (Grady undergraduate), “Congestion on the Pitch: Growth and Conflict in Georgia Youth Soccer,” Journal of Policy History, in press. Abstract: This article uses youth soccer in Georgia, […]
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Georgia and the Beautiful GameWelch Suggs, book under contract: Georgia and the Beautiful Game. UGA Press. Expected publication: 2027. Synopsis: An exploration of the history and culture of soccer in Georgia, from the stonemasons who […]