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Sport Celebrity Scandal: Consumer At...

Hardwicke-Brown, Emeleigh.

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Sport Celebrity Scandal: Consumer Attitude towards the Sponsoring Brand.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Sport Celebrity Scandal: Consumer Attitude towards the Sponsoring Brand./
Author:	Hardwicke-Brown, Emeleigh.
Description:	134 p.
Notes:	Source: Masters Abstracts International, Volume: 54-03.
Contained By:	Masters Abstracts International54-03(E).
Subject:	Sports Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1527212
ISBN:	9781321467673

Sport Celebrity Scandal: Consumer Attitude towards the Sponsoring Brand.
Hardwicke-Brown, Emeleigh.

Sport Celebrity Scandal: Consumer Attitude towards the Sponsoring Brand. - 134 p.

Source: Masters Abstracts International, Volume: 54-03.

Thesis (M.B.A.)--University of Calgary (Canada), 2014.

Adding to previous research grounded in sport celebrity scandal, this study used an experimental design to focus on consumer attitude following an athlete's involvement in scandal. Specifically, consumer attitude towards a brand following the post-scandal decision to continue or terminate the relationship with the athlete was examined. Athlete loyal consumers were the main focus of the study. Brand loyalty and severity of the scandal's impact on consumer attitude after the sponsor's decision were also studied. Four hypotheses were grounded in theory and tested using ANOVA. Results demonstrated that athlete loyal consumers had a significantly more positive attitude when the decision was to terminate the relationship. Brand loyal consumers reported a more positive attitude towards the brand regardless of the sponsor's relationship decision, and severity of the scandal did not have a significant impact. Results provide insight on what relationship decision fosters a more positive attitude towards the brand.

ISBN: 9781321467673Subjects--Topical Terms:

2122869
Sports Management.

Sport Celebrity Scandal: Consumer Attitude towards the Sponsoring Brand.
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100 1 $a Hardwicke-Brown, Emeleigh. $3 3179415
245 1 0 $a Sport Celebrity Scandal: Consumer Attitude towards the Sponsoring Brand.
300 $a 134 p.
500 $a Source: Masters Abstracts International, Volume: 54-03.
500 $a Advisers: Jack Kulchitsky; Mehdi Mourali.
502 $a Thesis (M.B.A.)--University of Calgary (Canada), 2014.
520 $a Adding to previous research grounded in sport celebrity scandal, this study used an experimental design to focus on consumer attitude following an athlete's involvement in scandal. Specifically, consumer attitude towards a brand following the post-scandal decision to continue or terminate the relationship with the athlete was examined. Athlete loyal consumers were the main focus of the study. Brand loyalty and severity of the scandal's impact on consumer attitude after the sponsor's decision were also studied. Four hypotheses were grounded in theory and tested using ANOVA. Results demonstrated that athlete loyal consumers had a significantly more positive attitude when the decision was to terminate the relationship. Brand loyal consumers reported a more positive attitude towards the brand regardless of the sponsor's relationship decision, and severity of the scandal did not have a significant impact. Results provide insight on what relationship decision fosters a more positive attitude towards the brand.
590 $a School code: 0026.
650 4 $a Sports Management. $3 2122869
650 4 $a Marketing. $3 536353
650 4 $a Cognitive psychology. $3 523881
690 $a 0430
690 $a 0338
690 $a 0633
710 2 $a University of Calgary (Canada). $b Haskayne School of Business. $3 3179416
773 0 $t Masters Abstracts International $g 54-03(E).
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792 $a 2014
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1527212