| Autor: |
Dodds, Mark, Rasku, Risto, Laitila, Osmo |
| Předmět: |
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| Zdroj: |
Choregia; 2018, Vol. 14 Issue 1, p21-33, 13p, 12 Charts |
| Abstrakt: |
Corruption has become synonymous with sport. The sport media is filled with stories about bribery, doping and other malfeasance. The sport corruption may harm a sport sponsor. This horn effect may damage the brand image of the sponsor and cause a negative impact on product purchase intention. This paper analyzes the link between corruption and sport sponsorship. The study investigates how the fans of a Finnish football club perceive how the high profile FIFA scandals impact the club's sponsors brand image and purchase intentions. The results of the study indicate these local clubs and their sponsors may be insulated from the negative aspects of the FIFA corruption. However, FIFA sponsors and sponsors who display corrupt actions may see a significant decrease in purchase intentions. This study utilizes the core idea of sport business intelligence by applying a customer-oriented business approach to sport. The results provide the Finnish football club and its' sponsors vital marketing insights to manage a potential negative brand association with FIFA. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
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