Manuscripts are currently being solicited for an upcoming special issue of the Journal of Global Sport Management dedicated to Athlete Transgressions and Endorsement Marketing.
Endorsement marketing has been widely used to generate consumer attention, interest, and purchase behaviors among targeted consumers. However, relatively little systematic research has been conducted to understand what happens to endorsed brands and athletes when an athlete engages in an immoral behavior (e.g., doping, fraud, etc.). Endorsed brands face dilemma whether they should continue or withdraw their relationships with the tainted athlete endorser.
Athlete transgressions and endorsement marketing offers a myriad of research opportunities, and therefore, guest editors are calling for cutting-edge and innovative research into the nature of celebrity transgressions and their implications on endorsement marketing to further bridge the gap between theory and practice. Indicative areas of interest include, but are not restricted to:
- Consumers’ cognitive, emotional, and behavioral reactions to athlete transgressions
- Damages and problems associated with using transgressed athletes in marketing communications
- Comparisons of various types of athlete transgressions and their implications
- Theory-based typologies of athlete transgressions
- Processing mechanisms of athlete transgressions and their impact on endorsed brands
- Advancement on PR or marketing strategy to counter the negative effects from scandals
- Effectiveness of athlete’s post-scandal behaviors on the field, off the field, and on the social media
- Comparisons of different sponsor brand categories (luxury vs. non-luxury; performance-related vs. unrelated) on negative image transfer
- Impact of non-athlete (e.g., President, Team Owner) scandals on sponsor and property evaluations
A preference is for empirical papers, but theoretical/conceptual papers will be considered equally if they provide a major advancement of understanding.
For more information, read the full instructions for authors: here.
Submissions should be made via the journal’s ScholarOne online submission system: here.
Authors should indicate in their cover letter that the submission is to be considered for the Special Issue on Athlete Transgressions and Endorsement Marketing.
Any questions or to submit abstracts for feedback – please contact the guest editors.
- Guest Editor: Dae Hee Kwak, Associate Professor of Sport Management, Co-Director, Michigan Center for Sport Management, University of Michigan, Ann Arbor, MI, USA (firstname.lastname@example.org)
- Guest Editor: Joon Sung Lee, Assistant Professor of Tourism, Recreation and Sport Management, University of Florida, Gainesville, FL, USA (email@example.com)
- Guest Editor: Sylvia M. Chan-Olmsted, Professor of Telecommunication, Director of Consumer Media Research, University of Florida, Gainesville, FL, USA (firstname.lastname@example.org)