Consumer Impressions of Sport Corruption
Journal Title: Choregia - Year 2017, Vol 13, Issue 2
Abstract
Fans view sport as corrupt and will become even more corrupt in the future. Because sport sponsorship relies on positive brand associations between the sport and the brand, sponsors are very concerned. A horn effect may occur transferring negative brand associations from a corrupt sport onto a brand. This study analyzes the link between corruption and sponsorship. The results of the study show that consumers will support sponsors when the corruption is alleged but less likely to support the sponsors if the corruption if proven. Further, consumers may support a corrupt sponsor’s brand unless the corruptive behavior directly impacted a favorite team, country or sport. The author concludes that sport corruption is (and will be) a prevalent issue that sponsors need to manage. Crisis management theories are discussed to help sport sponsors survive a corruption scandal.
Authors and Affiliations
Mark Dodds| SUNY Cortland
Keywords
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- EP ID EP12633
- DOI https://doi.org/10.4127/ch.2017.0121
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