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Can winning take care of everything? A longitudinal assessment of post-transgression actions on repairing trust in an athlete endorser

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  • Joon Sung Lee
  • Dae Hee Kwak

Abstract

•On-field and off-field transgressions have differential damage on two-dimensional trust evaluations.•Engaging in prosocial actions is more effective than outstanding performance in repairing transgressor’s trust.•Integrity-based trust is the key determinant in generating consumer forgiveness of the transgressor.A celebrity athlete’s transgression damages the public’s trust in that celebrity. However, little is known about whether demonstrating an outstanding performance after the transgression mitigates the negative consequence of that transgression. It also remains unexplored whether engaging in reparation can restore consumer trust and generate forgiveness. Taking a longitudinal approach, we found that post-transgression performance slightly increased competence-based trust but had no impact on increasing integrity-based trust and forgiveness. However, post-transgression reparation efforts enhanced both integrity-based trust and forgiveness over time. Findings also suggest that performance has little impact on generating forgiveness, countering the popular notion that winning takes care of everything.

Suggested Citation

  • Joon Sung Lee & Dae Hee Kwak, 2017. "Can winning take care of everything? A longitudinal assessment of post-transgression actions on repairing trust in an athlete endorser," Sport Management Review, Taylor & Francis Journals, vol. 20(3), pages 261-272, July.
    • Handle: RePEc:taf:rsmrxx:v:20:y:2017:i:3:p:261-272
    DOI: 10.1016/j.smr.2016.08.007
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    Cited by:

    1. Sveinson, Katherine & Hoeber, Larena, 2020. "“So begins the demise of #Superman from Metropolis”: Consumers’ Twitter reactions to an athlete’s transgression," Sport Management Review, Elsevier, vol. 23(5), pages 810-823.
    2. Westberg, Kate & Stavros, Constantino & Farrelly, Francis & Smith, Aaron C.T., 2020. "Fan empathy as a response to athlete transgressions," Sport Management Review, Elsevier, vol. 23(4), pages 719-735.
    3. Lee, Joon Sung & Babiak, Katherine, 2019. "Does your left hand know what your right hand is doing? Impacts of athletes’ pre-transgression philanthropic behavior on consumer post-transgression evaluation," Sport Management Review, Elsevier, vol. 22(4), pages 553-565.

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