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• W2767968903 abstract "Sports scandals have become an increasingly common phenomenon in recent years. With the rapid development of social media, news about sports scandals can quickly spread and be shared among sports fans. The wide spread of sports scandals can be destructive for sports teams and their players who commit the blunder, but also for relevant stakeholders, such as the team sponsor. As sponsors make significant amount of investment in sports properties and often establish commercial associations with the team and players through extensive marketing activities (Meenaghan, 1991), sports scandals can inevitably dilute the benefits of sponsorship. Therefore, an understanding of the impacts of scandals, and how consumers evaluate each sports stakeholder as a result, will have important implications both theoretically and practically. Despite the prevalence of sports scandals, research on the impacts of sports scandals is still in its infancy. Prior studies have mainly examined the scandal phenomenon from the sports administrators’ or team sponsors’ perspectives. In order to address this limitation in existing literature, this thesis is set out to understand the impacts of sports scandals from the consumer’s perspective. The rationale is that consumers are the people who eventually purchase the service and products of sports stakeholders, and therefore, sports stakeholders need to understand consumers’ responses to the scandal first, and then, generate appropriate coping strategies. Inspired by social identity theory and the prior study of Chien, Kelly and Weeks (2016), the present research argues that an individual’s identification with a sports team can influence his or her perception of sports scandals, which in turn, influences evaluations of stakeholders. Therefore, the first aim of this thesis is to have a better understanding of how team identification influences consumers’ evaluation of sports stakeholders. Also, existing studies have not considered the differential effects of scandals. While some scandals have the potential to significantly influence the outcome of the games (e.g., match-fixing), others may have no direct or clear implications on the integrity of the sport (e.g., alcohol-fueled violence). Prior research has not considered this difference or compared their influences. Importantly, these two types of sports scandals may be perceived as having different levels of severity. Consequently, the second aim of this thesis is to understand how scandals with different levels of severity are perceived and if it exerts influence on consumers’ evaluations of the sports stakeholders. After reviewing existing studies, a conceptual framework is developed to predict consumers’ evaluation of sports stakeholders when sports scandals occur. Constructs, including team identification, scandal severity, consumers’ evaluation of the team, the perpetrators, and the team sponsor, are included in the framework. Relationships between constructs are proposed as hypotheses to predict how team identification and scandal severity influence consumers’ evaluation of sports stakeholders. The research hypotheses are examined in a laboratory experiment using a 2 (team identification: ingroup fans, outgroup fans) x 2 (scandal severity: low severity scandal, high severity scandal) between-subjects factorial design. Data were collected from 293 fans of FC Barcelona and Real Madrid on MTurk. After removing unqualified respondents, the sample size is 190 in total (97 for FC Barcelona fans and 93 for Real Madrid CF fans). Analysis of variance (ANOVA) and multivariate analysis of covariance (MANCOVA) were employed to test hypotheses. Findings support the hypotheses that sports fans’ team identification influences their evaluations of the scandals and therefore the sports stakeholders. Hypotheses in relation to the impact of scandal severity, however, are only partially supported. One possible explanation refers to the manipulation of the scandal stimuli, and this is discussed in the Results and Discussion chapters (i.e., Chapter 4 and Chapter 5). This study confirms the findings of previous studies that team identification influences consumers’ evaluations of the sports stakeholders; and therefore, social identity theory is a valid framework for investigating the impacts of sports scandals. It also extends the current understanding of sports scandals by measuring several dimensions of team sponsor’s brand equity and making comparison between scandals that influence sporting outcomes and scandals that do not influence sporting outcomes. The findings of this thesis imply that scandals that influence sporting outcomes may affect team credibility. Therefore, future studies can test other scandals that influence sporting outcomes to confirm this proposition. Also, the findings suggest the complexity of sex scandals; future research can test the impacts of different types of sex scandal. Moreover, the findings imply that criminal components of a sports scandal may become the tipping point of fan loyalty. To confirm this proposition, future studies can compare two noncriminal cases and also one criminal case and one noncriminal case. In addition to the theoretical contributions, this thesis also has more significant practical contributions compared to previous study, because the current study uses real soccer fans as sample and professional sports as context rather than students as sample and college sports as context." @default.
• W2767968903 created "2017-11-17" @default.
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• W2767968903 date "2016-10-28" @default.
• W2767968903 modified "2023-09-23" @default.
• W2767968903 title "Team sports scandals and consumers’ evaluation: The role of team identification and scandal severity" @default.
• W2767968903 hasPublicationYear "2016" @default.
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