Pub Date : 2021-03-01DOI: 10.32731/smq.301.032021.05
Elizabeth Delia,Matthew Katz,Cole Armstrong
For decades, scholars have sought to understand individuals’ identification with sport teams. As a result, we have great knowledge of how team identification influences a variety of attitudinal and behavioral out-comes as well as the impact of identifying with a team on an individual’s sense of self. However, nearly all studies of team identification have dealt with men’s sport rather than women’s sport. The authors addressed this issue in the current study by using the Delphi technique to solicit expert opinion on the lack of team identification research in women’s sport, including reasons for the lack of research, the extent to which context matters in studying team identification, and potential contributions to the team identification literature by examining the concept in women’s sport settings. The authors conclude by discussing experts’ opinions, the extent to which some views may underpin the lack of research, and implications for future studies of team identification.
{"title":"Understanding the Lack of Team Identification Research in Women’s Sport","authors":"Elizabeth Delia,Matthew Katz,Cole Armstrong","doi":"10.32731/smq.301.032021.05","DOIUrl":"https://doi.org/10.32731/smq.301.032021.05","url":null,"abstract":"For decades, scholars have sought to understand individuals’ identification with sport teams. As a result, we have great knowledge of how team identification influences a variety of attitudinal and behavioral out-comes as well as the impact of identifying with a team on an individual’s sense of self. However, nearly all studies of team identification have dealt with men’s sport rather than women’s sport. The authors addressed this issue in the current study by using the Delphi technique to solicit expert opinion on the lack of team identification research in women’s sport, including reasons for the lack of research, the extent to which context matters in studying team identification, and potential contributions to the team identification literature by examining the concept in women’s sport settings. The authors conclude by discussing experts’ opinions, the extent to which some views may underpin the lack of research, and implications for future studies of team identification.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138540845","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-01DOI: 10.32731/SMQ.291.032021.06
Antonio S. Williams, Sungwook Son, P. Walsh, Jin Park
Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.
{"title":"The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation","authors":"Antonio S. Williams, Sungwook Son, P. Walsh, Jin Park","doi":"10.32731/SMQ.291.032021.06","DOIUrl":"https://doi.org/10.32731/SMQ.291.032021.06","url":null,"abstract":"Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42243354","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-01DOI: 10.32731/SMQ.301.032021.01
François Rodrigue, Gashaw Abeza, Benoît Séguin, Eric MacIntosh
This study explored stakeholders’ perspectives in building a professional sport franchise brand that is reentering the same marketplace for a third time following the folding of two previous franchises within the same sport league. To accomplish the study’s purpose, a qualitative method was employed where semi-structured interviews were conducted with 20 stakeholders of the reentering franchise. The findings uncovered five antecedents: game-extensions, owners’ credibility, community outreach, cross-promotions, and aligning with established brand. Theoretical contributions, practical recommendations, and directions for future research are provided.
{"title":"Branding a Professional Sport Team that Reenters the Same Marketplace: Stakeholders’ Perspectives","authors":"François Rodrigue, Gashaw Abeza, Benoît Séguin, Eric MacIntosh","doi":"10.32731/SMQ.301.032021.01","DOIUrl":"https://doi.org/10.32731/SMQ.301.032021.01","url":null,"abstract":"This study explored stakeholders’ perspectives in building a professional sport franchise brand that is reentering the same marketplace for a third time following the folding of two previous franchises within the same sport league. To accomplish the study’s purpose, a qualitative method was employed where semi-structured interviews were conducted with 20 stakeholders of the reentering franchise. The findings uncovered five antecedents: game-extensions, owners’ credibility, community outreach, cross-promotions, and aligning with established brand. Theoretical contributions, practical recommendations, and directions for future research are provided.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47622662","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-01DOI: 10.32731/SMQ.291.032021.04
Sanghak Lee
Sponsorship is a marketing communication tool used to increase brand awareness, brand attitudes, and sales. Sponsorship activities are realized through various media, but television has been the most important medium to deliver these activities to sport fans. More recently, however, the importance of television has been challenged via the widespread use of smartphones (i.e., second screen). Media multitasking (e.g., using a smartphone while watching television) has become a common phenomenon, and sponsorship exposure through television is affected. Therefore, this study examines how multitasking influences sponsorship effects such as brand recall and attitude towards the brand. Data was collected from 203 participants who were randomly divided into three groups: no-multitasking, low-multitasking, and high-multitasking. In addition, sport involvement was also included in the study as a moderating variable. The results indicated that multitasking negatively influenced both sponsoring brand recall and attitude toward the brand. Sport involvement positively influenced only attitude toward the brand independently. Detailed explanations and business implications are provided.
{"title":"The Influence of Second Screen Multitasking on Sponsorship Effects","authors":"Sanghak Lee","doi":"10.32731/SMQ.291.032021.04","DOIUrl":"https://doi.org/10.32731/SMQ.291.032021.04","url":null,"abstract":"Sponsorship is a marketing communication tool used to increase brand awareness, brand attitudes, and sales. Sponsorship activities are realized through various media, but television has been the most important medium to deliver these activities to sport fans. More recently, however, the importance of television has been challenged via the widespread use of smartphones (i.e., second screen). Media multitasking (e.g., using a smartphone while watching television) has become a common phenomenon, and sponsorship exposure through television is affected. Therefore, this study examines how multitasking influences sponsorship effects such as brand recall and attitude towards the brand. Data was collected from 203 participants who were randomly divided into three groups: no-multitasking, low-multitasking, and high-multitasking. In addition, sport involvement was also included in the study as a moderating variable. The results indicated that multitasking negatively influenced both sponsoring brand recall and attitude toward the brand. Sport involvement positively influenced only attitude toward the brand independently. Detailed explanations and business implications are provided.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43718778","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-01DOI: 10.32731/SMQ.291.032021.02
Shang-Chun Ma, K. Kaplanidou
This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.
{"title":"How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions","authors":"Shang-Chun Ma, K. Kaplanidou","doi":"10.32731/SMQ.291.032021.02","DOIUrl":"https://doi.org/10.32731/SMQ.291.032021.02","url":null,"abstract":"This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49634938","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-01DOI: 10.32731/smq.301.032021.06
Antonio Williams,Sungwook Son,Patrick Walsh,Jin Park
Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.
{"title":"The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation","authors":"Antonio Williams,Sungwook Son,Patrick Walsh,Jin Park","doi":"10.32731/smq.301.032021.06","DOIUrl":"https://doi.org/10.32731/smq.301.032021.06","url":null,"abstract":"Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138540827","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.32731/smq.294.122020.02
K. Aiken, A. Sukhdial, R. Campbell, A. Kent
While previous research has found support for the existence of tanking in professional sport, attitudinal complexities surrounding the phenomenon have yet to be investigated. This study utilized Amazon’s Mechanical Turk service to obtain a national sample of National Basketball Association (NBA) fans. The sample contained fans of all thirty NBA teams. Respondents provided data regarding their overall attitudes toward tanking as well as their underlying old school values, time-oriented values, and ethics-based values. Results indicate that fans have a relatively strong dislike for perceived tanking and that a team’s win-loss record has very little influence on fans’ generally negative attitudes. Furthermore, these attitudes appear to be guided by fan values.
{"title":"Investigating Sport Fan Attitudes Towards Tanking: Th e Role of Values-Based Connections","authors":"K. Aiken, A. Sukhdial, R. Campbell, A. Kent","doi":"10.32731/smq.294.122020.02","DOIUrl":"https://doi.org/10.32731/smq.294.122020.02","url":null,"abstract":"While previous research has found support for the existence of tanking in professional sport, attitudinal complexities surrounding the phenomenon have yet to be investigated. This study utilized Amazon’s Mechanical Turk service to obtain a national sample of National Basketball Association (NBA) fans. The sample contained fans of all thirty NBA teams. Respondents provided data regarding their overall attitudes toward tanking as well as their underlying old school values, time-oriented values, and ethics-based values. Results indicate that fans have a relatively strong dislike for perceived tanking and that a team’s win-loss record has very little influence on fans’ generally negative attitudes. Furthermore, these attitudes appear to be guided by fan values.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49068626","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.32731/smq.294.122020.05
B. Dwyer, Zach Scola, Joris Drayer
The current multi-study examination explored explicit and implicit appeal of a prominent form of retro sport marketing: retro team logos. Study 1 utilized the stimuli-organism-response framework to test preference differences between those offered team merchandise with a retro logo and those offered the same merchandise with the current logo. Statistically significant preference differences were not uncovered, yet it was found that previous exposure to the retro logo negatively impacted preference of the retro logo. Based on these results, Study 2 utilized an implicit association test to assess the style appeal of retro and current logos. This assessment, once again, found no difference in the explicit preference for the retro and current logos, yet an implicit bias of freshness toward the current logo and outdatedness toward the retro logo was found. Together, the results provide preliminary evidence of the ephemeral impact of retro team logos within a professional sports context.
{"title":"Exploring the Explicit and Implicit Appeal of Retro Sport Logos","authors":"B. Dwyer, Zach Scola, Joris Drayer","doi":"10.32731/smq.294.122020.05","DOIUrl":"https://doi.org/10.32731/smq.294.122020.05","url":null,"abstract":"The current multi-study examination explored explicit and implicit appeal of a prominent form of retro sport marketing: retro team logos. Study 1 utilized the stimuli-organism-response framework to test preference differences between those offered team merchandise with a retro logo and those offered the same merchandise with the current logo. Statistically significant preference differences were not uncovered, yet it was found that previous exposure to the retro logo negatively impacted preference of the retro logo. Based on these results, Study 2 utilized an implicit association test to assess the style appeal of retro and current logos. This assessment, once again, found no difference in the explicit preference for the retro and current logos, yet an implicit bias of freshness toward the current logo and outdatedness toward the retro logo was found. Together, the results provide preliminary evidence of the ephemeral impact of retro team logos within a professional sports context.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45137474","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.32731/smq.294.122020.04
K. Byon, C. Salge, T. Baker, Charles W. Jones
The purpose of the current study was to examine (a) the mediating effect of negotiation on the relationship between fans’ motivations and constraints to consume sport and to (b) investigate the moderating role of team identification in a sport consumption model of motivation, constraints, and negotiation. Using two datasets from various college athletics stakeholders (i.e., students, alumni, and non-college associated fans) at a large university in the southeastern United States. Our analyses using structural equation modeling show that negotiation mediates the relationship between motivation and sport consumption for both die-hard and fair-weather fans. We also find that negotiation mediates the relationship between constraints and sport consumption with the effect being significant for fair-weather fans only. Our study sheds light on sport consumption as it relates to fans’ motivation to negotiate constraints in order to consume sport. Specifically, we extend current understanding on how different fans negotiate constraints to consume sport. Marketers can use our findings to design campaigns that focus on providing different fans with a variety of incentives to consume sport.
{"title":"Team Identification and Negotiation: A Mediated-Moderation Model of Constraints, Motivation, and Sport Consumption","authors":"K. Byon, C. Salge, T. Baker, Charles W. Jones","doi":"10.32731/smq.294.122020.04","DOIUrl":"https://doi.org/10.32731/smq.294.122020.04","url":null,"abstract":"The purpose of the current study was to examine (a) the mediating effect of negotiation on the relationship between fans’ motivations and constraints to consume sport and to (b) investigate the moderating role of team identification in a sport consumption model of motivation, constraints, and negotiation. Using two datasets from various college athletics stakeholders (i.e., students, alumni, and non-college associated fans) at a large university in the southeastern United States. Our analyses using structural equation modeling show that negotiation mediates the relationship between motivation and sport consumption for both die-hard and fair-weather fans. We also find that negotiation mediates the relationship between constraints and sport consumption with the effect being significant for fair-weather fans only. Our study sheds light on sport consumption as it relates to fans’ motivation to negotiate constraints in order to consume sport. Specifically, we extend current understanding on how different fans negotiate constraints to consume sport. Marketers can use our findings to design campaigns that focus on providing different fans with a variety of incentives to consume sport.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49315023","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-01DOI: 10.32731/smq.294.122020.03
Daehwan Kim, Y. Ko, J. Lee, Shintaro Sato
The purpose of the current study, drawing on attribution theory, was to investigate consumers’ attribution process and its impact on their responses to a scandalized athlete and endorsement. The results of the experiment indicate that the distinctiveness of an athlete scandal prompts external attribution while having a negative impact on internal attribution. Additionally, the consistency of an athlete scandal triggers internal attribution. Moreover, the results show that internal (external) attribution has direct negative (positive) impact on attitude toward the scandalized athlete. Lastly, the results show that consumers’ attribution type indirectly determines the consumer responses toward the troubled athlete and endorsement perception. Findings of the current study provide empirical evidence to explain what informational cues consumers utilize when making causal inferences and how such causal inferences subsequently affect the consumer responses. Th e current study also provides marketing managers with useful implications to make informed decisions in the athlete transgression context.
{"title":"Th e Eff ect of Attribution on Athlete Scandals: Consumer Responses toward Scandalized Athletes and Endorsements","authors":"Daehwan Kim, Y. Ko, J. Lee, Shintaro Sato","doi":"10.32731/smq.294.122020.03","DOIUrl":"https://doi.org/10.32731/smq.294.122020.03","url":null,"abstract":"The purpose of the current study, drawing on attribution theory, was to investigate consumers’ attribution process and its impact on their responses to a scandalized athlete and endorsement. The results of the experiment indicate that the distinctiveness of an athlete scandal prompts external attribution while having a negative impact on internal attribution. Additionally, the consistency of an athlete scandal triggers internal attribution. Moreover, the results show that internal (external) attribution has direct negative (positive) impact on attitude toward the scandalized athlete. Lastly, the results show that consumers’ attribution type indirectly determines the consumer responses toward the troubled athlete and endorsement perception. Findings of the current study provide empirical evidence to explain what informational cues consumers utilize when making causal inferences and how such causal inferences subsequently affect the consumer responses. Th e current study also provides marketing managers with useful implications to make informed decisions in the athlete transgression context.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49350673","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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