The Potential Risk of Sports Sponsorship: Categorization of Crisis and Developing Contingency Plans in Perspective of SCCT

스포츠 스폰서십의 잠재적 위험: SCCT를 적용한 위기 유형 분류와 대응전략 개발

  • 신성연 (동아대학교 경영문제연구소)
  • Received : 2018.07.17
  • Accepted : 2018.10.05
  • Published : 2018.10.31


This study was conducted to identify the negative effects of sports sponsorships on consumer attitudes towards sports celebrities and the products advertised by them. The results of this study verified the main effects of sports celebrities' responsibility level on consumer attitudes toward the sports celebrity and his/her products in cases of negative incidents. Furthermore, the moderating roles of sports celebrities' response strategies were identified. Data were collected from 135 undergraduate students in the Republic of Korea using a questionnaire. The data from nine participants were discarded because of disingenuous answers to the questionnaire; thus, the final sample consisted of 126 participants. Multivariate analysis of variance (MANOVA) of the obtained data revealed that a sports celebrity's responsibility level has negative effects on consumer attitude toward the sports celebrity and the product. The moderating effects of the sports celebrity's response strategies were also significant.


Sports sponsorship;Sports celebrity;SCCT;Sports marketing;Consumer behavior


Supported by : 한국연구재단


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