Purpose

The purpose of this study is to investigate the effects of sport scandals on consumer perceptions of the associated sponsors and sport and to provide a typology of sport celebrity scandals to guide management response tactics.

Design/methodology/approach

The study conducted four focus groups that were followed by social media data mining. A total of 8,289 consumer comments were collected from 147 websites, and a total of 224 comments were analyzed in terms of themes and frequency.

Findings

The research found the impact of sport scandals on consumer perceptions of sponsorship evaluations depended on whether the scandal was gender related scandal, recreational drug use, gender violence, unplanned and planned on-field scandals. Gender violence and planned on-field scandals can have an overwhelmingly negative impact on sponsorship evaluations, while unplanned on-field scandals may result in positive effects. Consumer empathy may influence the impact of recreational drug use, and the gender of the sport celebrity can influence the impact of unplanned on-field scandals.

Research limitations/implications

This study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of associated sponsors and sport.

Practical implications

The findings may guide management to develop response tactics to sport scandals. The response tactics may be based on consumer perceptions of the impact of the scandal on the associated sponsors and sport. Sponsor and sport management response tactics may be perceived as a differentiation of the sponsor and sport brands. It may be necessary that sponsorship agreements included pre-determined response tactics that contribute to value formation in the local community.

Originality/value

This study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of sponsorship evaluations. Two additional factors may impact these influences: consumer empathy and the gender of the sport celebrity.

中文翻译：

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在体育名人丑闻发生后，消费者如何评价赞助？发现社交媒体数据挖掘的证据

 目的

本研究的目的是调查体育丑闻对消费者对相关赞助商和体育运动的看法的影响，并提供体育名人丑闻的类型来指导管理层的应对策略。

设计/方法论/途径

该研究进行了四个焦点小组，随后进行了社交媒体数据挖掘。共收集147个网站的8289条消费者评论，对224条评论进行主题和频率分析。

 发现

研究发现，体育丑闻对消费者对赞助评估的看法的影响取决于丑闻是否与性别相关丑闻、娱乐性毒品使用、性别暴力、计划外和计划外的场内丑闻。性别暴力和有计划的场内丑闻可能会对赞助评估产生压倒性的负面影响，而计划外的场内丑闻可能会产生积极的影响。消费者的同理心可能会影响娱乐性药物使用的影响，而体育名人的性别可能会影响赛场外丑闻的影响。

研究局限性/影响

这项研究通过表明丑闻的类型影响消费者对相关赞助商和体育运动的看法，为赞助理论做出了贡献。

 实际意义

研究结果可能会指导管理层制定针对体育丑闻的应对策略。应对策略可能基于消费者对丑闻对相关赞助商和体育运动影响的看法。赞助商和体育管理层的应对策略可能被视为赞助商和体育品牌的差异化。赞助协议可能有必要包括有助于当地社区价值形成的预先确定的应对策略。

 原创性/价值

这项研究通过表明丑闻的类型影响消费者对赞助评估的看法，为赞助理论做出了贡献。另外两个因素可能会影响这些影响：消费者同理心和体育名人的性别。