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Stigma association type and sponsor corporate image: Exploring the negative off-field behaviour of sportspeople

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  • Bloxsome, Ellen
  • Brown, Mark
  • Pope, Nigel
  • Joseph, Christopher

Abstract

This paper examines how consumers’ exposure to news-media reports of an athlete's negative off-field behaviour influences perceptions of a sporting team's sponsor. Stigma-by-association is proposed as an explanatory theory for the manner in which this process occurs. Two experiments were conducted on samples of both students and adults. Results indicate that off-field behaviour of athletes has no influence on consumer perceptions of sponsor corporate image under conditions of simple association. In contrast, significant changes in sponsor corporate image are found under meaningful association conditions. The results provide an understanding of how consumers make differential attribution judgments of associated entities dependent on the context of off-field behaviour. The research highlights implications for sponsors seeking to maximise the effectiveness of their sponsorship objectives.

Suggested Citation

  • Bloxsome, Ellen & Brown, Mark & Pope, Nigel & Joseph, Christopher, 2020. "Stigma association type and sponsor corporate image: Exploring the negative off-field behaviour of sportspeople," Australasian marketing journal, Elsevier, vol. 28(4), pages 136-144.
    • Handle: RePEc:eee:aumajo:v:28:y:2020:i:4:p:136-144
    DOI: 10.1016/j.ausmj.2020.03.004
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    References listed on IDEAS

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    1. Phat, Thai Huu & Birt, Jacqueline & Turner, Michael J. & Fenech, Jean-Pierre, 2016. "Sporting clubs and scandals – Lessons in governance," Sport Management Review, Elsevier, vol. 19(1), pages 69-80.
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    4. Ferber, Robert, 1977. "Research by Convenience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 57-58, June.
    5. Warren, Danielle E., 2007. "Corporate Scandals and Spoiled Identities: How Organizations Shift Stigma to Employees," Business Ethics Quarterly, Cambridge University Press, vol. 17(3), pages 477-496, July.
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