Athlete Scandals and Endorsement Marketing: Research Trends and Introduction to Topics

Dae Hee Kwak, Joon Sung Lee, Sylvia Chan-Olmsted

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

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 a scandal. This article briefly reviews concepts discussed in the athlete transgression research, and briefly describes the five articles included in this special issue. This article extends a note of appreciation to the members of the support staff and special issue editorial board.

Original languageEnglish
Pages (from-to)99-106
Number of pages8
JournalJournal of Global Sport Management
Volume3
Issue number2
DOIs
Publication statusPublished - 2018 Apr 3

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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