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The Spillover Effects of a Sports Celebrity’s Negative Publicity on Consumers’ Evaluations of a Sponsor and Its Product

윤성욱|신성연
한국소비자학회 (Korean Society Of Consumer Studies)|2016.02|소비자학연구 (Journal of Consumer Studies)|제27권 제1호|pp. 49-68

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키워드

identificationsponsorshipmedia credibilitynegative publicitysocial identity theory.meaning transfer model
주제분류경제학

초록

This study examines how the effects of negative publicity about a sports celebrity who endorses a sponsor’s product are likely to spread to the sponsor and the product. In particular, this study focuses on the moderating roles of consumers’ identification with a sports celebrity and media credibility. A sports celebrity’s negative publicity (negative vs. controlled) and consumers’ identification with a sports celebrity (a high degree of identification vs. a low degree of identification) were manipulated at two levels. In addition, media credibility was divided into two levels (a high degree of credibility vs. a low degree of credibility). A total of 316 participants participated in the research and a multivariate analysis of variance (MANOVA) was utilized for the analysis of the subsequent data. The results show that negative publicity about a sports celebrity transfers to the celebrity’s sponsor and the sponsor’s product. In this regard, the research participants who were exposed to a negative news article about a sports celebrity formed more negative opinions of the celebrity’s sponsor and its product than those exposed to a controlled news article. The moderating effects of the participants’ identification with the sports celebrity on the sponsor and its product were significant. In addition, the interaction between negative publicity and media credibility with regard to participants’ attitudes toward the sponsor and its product was also significant. The specific implications of these results and suggestions for future research are outlined in the paper.

Abstract

This study examines how the effects of negative publicity about a sports celebrity who endorses a sponsor’s product are likely to spread to the sponsor and the product. In particular, this study focuses on the moderating roles of consumers’ identification with a sports celebrity and media credibility. A sports celebrity’s negative publicity (negative vs. controlled) and consumers’ identification with a sports celebrity (a high degree of identification vs. a low degree of identification) were manipulated at two levels. In addition, media credibility was divided into two levels (a high degree of credibility vs. a low degree of credibility). A total of 316 participants participated in the research and a multivariate analysis of variance (MANOVA) was utilized for the analysis of the subsequent data. The results show that negative publicity about a sports celebrity transfers to the celebrity’s sponsor and the sponsor’s product. In this regard, the research participants who were exposed to a negative news article about a sports celebrity formed more negative opinions of the celebrity’s sponsor and its product than those exposed to a controlled news article. The moderating effects of the participants’ identification with the sports celebrity on the sponsor and its product were significant. In addition, the interaction between negative publicity and media credibility with regard to participants’ attitudes toward the sponsor and its product was also significant. The specific implications of these results and suggestions for future research are outlined in the paper.

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