When Celebrities Go Rogue: Consumer Perceptions of Misbehaving Athletes as Brand Endorsers

Alexander, Trey

Publication

When Celebrities Go Rogue: Consumer Perceptions of Misbehaving Athletes as Brand Endorsers

Alexander, Trey

Date

2013

Additional date(s)

2013-05-01

Abstract

Scandals involving well-know public figures have been recurrent media headlines in the sports industry over the last few years. This study focused on the consumer perceptions of athlete endorsers when confronted by negative publicity. Specifically, I examined whether the type of scandal/transgression affects the sponsoring brand's image and decision of whether to revoke the endorsement relationship or continue sponsoring the athlete. I have classified transgressions into three collectively exhaustive categories: legal violations, societal norm violations, and league-rule violations. Employing the theoretical foundations of source credibility, the study uncovered consumer evaluations of the endorsed brand, the product, and the endorser, based on the type of transgression. Results are intended to assist brand managers in effectively managing the impact of a negative publicity and strengthening existing crisis management policies.