When good athletes go badly

Jung Hwan Park (Grady PhD student), Joe Phua, Suh, Y. I., & Martin, T. G. (2016). When good athletes go badly: the impact of the Tiger Woods scandal on consumers’ perceptions of his brand endorsements, Global Sport Business Journal, 4(2), 1-13

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.

 

Joe Phua 

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