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
Sports Law and the European Union
For the last thirty years the athletic community as well as academics are dealing with an effort by the European Court of Justice to influence sport law and the rule-making power of member states in the area of sports...
Are Macro variables good predictors? A prediction based on the number of total medals acquired
A large amount of effort is spent on forecasting the outcome of sporting events. Moreover, there are large quantities of data regarding the outcomes of sporting events and the factors which are assumed to contribute to...
Administrative Determinants of Students’ Sports Participation in Nigeria
The study involved 2,624 participants selected in 32 schools. A self-developed questionnaire was used to collect on the administrative variables affecting secondary sports participation. The administrative style of sch...
Exploring the Relationship between Task Conflict, Relationship Conflict, Organizational Commitment
In the Australia, Canada, parts of Europe, and the United Kingdom, the provision of sport has had a long tradition of reliance on volunteers. However, there has been increasing pressure for voluntary sport organizations...
The accounting and tax legislation of the GreekFotball clubs
The year 1979 was a cornerstone for the football in Greece, since it practically meant the transformation of the sport’s organization from amateurism to professionalism, establishing new rules and conditions to the...