Revisiting Image-Restoration Strategies: An Integrated Case Study of Three Athlete Sex Scandals in Sports News

Meng, Juan; Pan, Po‐Lin

doi:10.1123/ijsc.6.1.87

Cited by 31 publications

(17 citation statements)

References 13 publications

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“…It is observed that consumers display low involvement behaviour with scandalized athletes (Sato, Ko, Park, & Tao, 2015). For instance, three top athletes -golfer Tiger Woods, National Football League quarterback Ben Roethlisberger, and the National Basketball Association's Kobe Bryant -were caught in and apologized for sex scandals, thus harming their huge fan following; they also faced media rage and loss of endorsements (Meng & Pan, 2013).…”

Section: Discussionmentioning

confidence: 99%

Understanding the dimensions of athlete brand authenticity

Hasaan¹,

Fişne

2021

PensarMov.

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The management of an athlete brand is challenging due to the complex nature of athlete career and life. Striving to maintain brand authenticity will promote long-term sustainability of the brand. The purpose of the study is to determine possible factors that contribute to athlete brand authenticity and help athletes to develop their brand more authentically. To understand the concept of athlete brand authenticity, a systematic literature review was conducted on various electronic databases. The study opted the five-step stages of the framework for this systematic review. A total of 76 attributes were identified from past studies that analyzed the attributes of brand authenticity for various brands. After merging interrelated attributes, the final number of unique attributes was 23. These attributes were distributed among three major themes: on-field activities, off-field activities and marketing activities of an athlete. The study finds brand authenticity to be a multi-dimensional and complex process that endures for longer extensive periods of an athlete’s career. The current study also highlights the complications related to an athlete brand that occur when establishing athlete brand authenticity. Therefore, this study provides an opportunity to refine athlete brand authenticity further within the discussed domains.

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Section: Discussionmentioning

confidence: 99%

Understanding the dimensions of athlete brand authenticity

Hasaan¹,

Fişne

2021

PensarMov.

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“…B. Blaney, Lippert, & Smith, 2013;Brown, Dickhaus, & Long, 2012;Liu, 2007;Meng & Pan, 2013;Sheldon & Sallot, 2008…”

Section: Moral Rationalizationmentioning

confidence: 99%

Mit zweierlei Maß gemessen? Ein Vergleich der für Politiker und Fußballer bei Steuer- und Drogendelikten geforderten Konsequenzen

Vögele¹

2020

SCM

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Die Studie analysiert, welche Konsequenzen für Fußballer im Vergleich zu Politiker*innen bei einem Steuer- sowie einem Drogendelikt gefordert werden und ob sich dabei Unterschiede zeigen, die auf die unterschiedliche Relevanz dieser Vergehen für den jeweiligen Beruf und auf die Verwendung unterschiedlicher moralischer Begründungsstrategien zurückzuführen sind. Diese Begründungsstrategien können Menschen einsetzen, um das unmoralische Verhalten von Personen des öffentlichen Lebens, die sie schätzen, zu erklären und damit ein positives Bild dieser beizubehalten. Hierzu können sie entweder das moralische Fehlverhalten der Person herunterspielen (Moral Rationalization) oder die Leistungsbewertung der Person von der Bewertung ihrer Moral abspalten (Moral Decoupling). Mithilfe einer Online-Befragung im Experimentaldesign (2x2-Between-Subjects-Design), bei der die Probanden*innen (N = 447) einen Artikel zu einem fiktiven österreichischen Politiker oder Fußballer lasen, der entweder ein Steuer- oder ein Drogendelikt begangen hat, analysieren wir unsere Fragestellung. Das Steuerdelikt war das rollennahe, berufsrelevante Fehlverhalten des Politikers, das Drogendelikt das rollennahe Vergehen des Fußballers. Im Anschluss an den Artikel fragen wir die Probanden*innen, wie stark sie bestimmte Konsequenzen für den Politiker bzw. Fußballer fordern. Die Ergebnisse zeigen, dass bei rollennahem moralischem Fehlverhalten sowohl für den Politiker als auch für den Fußballer im Vergleich zu rollenfernem Fehlverhalten stärkere Konsequenzen gefordert werden. Ein Teil dieses Effekts kann mithilfe des Einsatzes der Moral Decoupling Strategie erklärt werden. So führt ein rollennahes Fehlverhalten dazu, dass die Rezipient*innen die Moral Decoupling Strategie weniger intensiv einsetzen und deshalb den Konsequenzen stärker zustimmen. Für die Moral Rationalization Strategie zeigt sich dieser indirekte Effekt jedoch nicht.

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“…The selection process of an athlete endorsers requires careful strategic consideration with an aim to find an endorser that is most congruent in terms of their image with the brand. Companies aim to select the athlete endorser that fits with the brand identity and image and that can transfer positive image, associations and meanings to the brand (98). As athletes are considered as role models who should have clean social images, there should be no surprise image is regarded as one of the criteria that is considered by the sponsors (99).…”

Section: Athlete Selection the Key Criteria'smentioning

confidence: 99%

The Role of Culture in Sports Sponsorship: an Update

Keshkar

Lawrence

Dodds

et al. 2019

Ann. Appl. Sport Sci

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Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it's a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship marketing efforts can be influenced by culture. Especially when global sponsorship in sports which refers to sports events in different countries with different cultures, is under consideration. In such situations, sponsorship aspects can be affected by cultural obligations which are discussed in this article.

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Revisiting Image-Restoration Strategies: An Integrated Case Study of Three Athlete Sex Scandals in Sports News

Cited by 31 publications

References 13 publications

Understanding the dimensions of athlete brand authenticity

Understanding the dimensions of athlete brand authenticity

Mit zweierlei Maß gemessen? Ein Vergleich der für Politiker und Fußballer bei Steuer- und Drogendelikten geforderten Konsequenzen

The Role of Culture in Sports Sponsorship: an Update

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