Sport scandal and sponsorship decisions: Team identification matters

Chien, P. Monica, Kelly, Sarah J., & Weeks, Clinton S. (2016) Sport scandal and sponsorship decisions: Team identification matters. Journal of Sport Management. (In Press)

View at publisher


We conducted an experiment to investigate the impact of sport scandal on consumer attitudes toward a range of sport stakeholders. We examined the effects of fans’ social identity (fan of scandalized team vs. fan of rival team), scandal severity (single perpetrator vs. multiple perpetrators) and the sponsor brand’s response to the scandal (sponsorship retention vs. termination) on consumers’ attitudes toward the implicated team, the scandal perpetrators, the sport, and sponsor brand. We find evidence of differential reactions to scandal reflecting social identity, such that fans support their own team despite increased scandal severity but negatively judge a rival team’s transgressions. Results suggest that where fans are concerned, sponsors may be better served to continue with a sponsorship following scandal than to terminate, even for some forms of severe scandal. However, termination may receive more positive evaluation from rival team fans; hence continuation of sponsorship needs to accompany a tempered approach.

Impact and interest:

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

ID Code: 95073
Item Type: Journal Article
Refereed: Yes
Keywords: social identity, sport fans, negative information, risk management, sponsorship
DOI: 10.1123/jsm.2015-0327
ISSN: 1543-270X
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2015 Human Kinetics, Inc.
Deposited On: 20 Apr 2016 22:54
Last Modified: 21 Apr 2016 22:39

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page