Does your left hand know what your right hand is doing? Impacts of athletes’ pre-transgression philanthropic behavior on consumer post-transgression evaluation |
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| Affiliation: | 1. Dept. of Tourism, Recreation and Sport Management, College of Health and Human Performance, University of Florida, P.O. Box 118208, Gainesville, FL 32611, USA;2. Sport Management Program, School of Kinesiology, University of Michigan, 1402 Washington Hts, Ann Arbor, MI 48109, USA;1. Texas Tech University, 2500 Broadway, Lubbock, TX 79409, USA;2. Oklahoma State University, 111 S. Hester Street, Stillwater, OK 74078, USA;3. Fairleigh Dickinson University, 1000 River Rd, Teaneck, NJ 07666, USA;4. Florida State University, 600 W College Ave, Tallahassee, FL 32306, USA;1. University of Queensland, Australia;2. University of Delaware, United States;3. University of Illinois, United States;1. School of Economics, Finance and Marketing, RMIT University, 124 La Trobe Street, Melbourne, Victoria, 3000, Australia;2. Institute of Sport Business, Loughborough University London, 3 Lesney Avenue, The Broadcast Centre, Here East, Queen Elizabeth Olympic Park, London E15 2GZ, United Kingdom;1. Department of Tourism, Recreation & Sport Management, University of Florida, P.O. Box 118208, Gainesville, FL 32611, USA;2. School of Kinesiology, University of Michigan, 1402 Washington Heights, Ann Arbor, MI 48109, USA |
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| Abstract: | Despite the importance of an athlete’s image and reputation as an individual brand, the academic literature lacks investigations on whether and how an athlete’s brand can be protected when they engage in unethical transgressions. Focusing on athletes’ pro-social activities, the authors presented an experimental study to test how an athlete’s pro-social efforts can alleviate negative impacts from his/her transgression. In particular, the authors test the impacts of athletes’ involvement level (high vs. low) with a pro-social cause and level of fit between an athlete and a cause (high vs. low) on sport consumers’ perceptions. Results demonstrate that an athlete’s pre-scandal charitable behaviors can mitigate adverse impact of a transgression on consumer response only when the athlete has deeply engaged in charitable behaviors. The results also show that a higher fit between an athlete and a cause can generate more severe damaging impacts on consumer evaluation than a lower fit due to consumer skepticism caused by a combination between a negative reputation and a high-fit cause. |
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| Keywords: | Athlete transgression Philanthropy Endorsement Activity type Athlete-Cause fit |
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