We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Consumer Impressions of Sport Corruption.
- Authors
Dodds, Mark
- 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.
- Publication
Choregia, 2017, Vol 13, Issue 2, p1
- ISSN
1791-4027
- Publication type
Academic Journal
- DOI
10.4127/ch.2017.0121