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

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

doi:10.1080/24704067.2018.1457972

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

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

Department of Sports Industry Studies

Research output: Contribution to journal › Article › peer-review

6 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 language	English
Pages (from-to)	99-106
Number of pages	8
Journal	Journal of Global Sport Management
Volume	3
Issue number	2
DOIs	https://doi.org/10.1080/24704067.2018.1457972
Publication status	Published - 2018 Apr 3

Bibliographical note

Publisher Copyright:
© 2018, © 2018 Global Alliance of Marketing & Management Associations (GAMMA).

All Science Journal Classification (ASJC) codes

Tourism, Leisure and Hospitality Management
Strategy and Management

Access to Document

10.1080/24704067.2018.1457972

Cite this

@article{bad2616928244f0891261138568c0638,

title = "Athlete Scandals and Endorsement Marketing: Research Trends and Introduction to Topics",

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.",

author = "Kwak, {Dae Hee} and Lee, {Joon Sung} and Sylvia Chan-Olmsted",

note = "Publisher Copyright: {\textcopyright} 2018, {\textcopyright} 2018 Global Alliance of Marketing & Management Associations (GAMMA).",

year = "2018",

month = apr,

day = "3",

doi = "10.1080/24704067.2018.1457972",

language = "English",

volume = "3",

pages = "99--106",

journal = "Journal of Global Sport Management",

issn = "2470-4067",

publisher = "Routledge",

number = "2",

}

TY - JOUR

T1 - Athlete Scandals and Endorsement Marketing

T2 - Research Trends and Introduction to Topics

AU - Kwak, Dae Hee

AU - Lee, Joon Sung

AU - Chan-Olmsted, Sylvia

PY - 2018/4/3

Y1 - 2018/4/3

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=85077695027&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85077695027&partnerID=8YFLogxK

U2 - 10.1080/24704067.2018.1457972

DO - 10.1080/24704067.2018.1457972

M3 - Article

AN - SCOPUS:85077695027

SN - 2470-4067

VL - 3

SP - 99

EP - 106

JO - Journal of Global Sport Management

JF - Journal of Global Sport Management

IS - 2

ER -

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

Abstract

Bibliographical note

All Science Journal Classification (ASJC) codes

Access to Document

Other files and links

Fingerprint

Cite this