نوع مقاله : مقاله پژوهشی

نویسنده

استادیار مدیریت ورزشی، دانشکدۀ تربیت‌بدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

یکی از راهبردهای ارتباطات بازاریابی استفاده از مشاهیر ورزشکار صحه‌گذار در جهت ترویج برند می‌باشد هرچند حامیان مالی همواره از تجربه پیامدهای منفی مرتبط با دوپینگ در خصوص محصول و برند خود نگران هستند چراکه ایده و عقیده مصرف‌کنندگان در خصوص برند حمایت شده نیز ممکن است از طریق پیامدهای مذکور تغییر یابد. هدف اصلی تحقیق حاضر مدل‌سازی پیامدهای رسوایی دوپینگ صحه‌گذار در بازاریابی ورزشی بود. تعداد 56 سوال برای اندازه‌گیری متغیرهای تحقیق در نظر گرفته شد و مجموعاً 224 نفر دانشجویان زن و مرد مقطع کارشناسی تربیت بدنی و علوم ورزشی دانشگاه‌های کشور در تحقیق به منظور مدل‌سازی روابط عِلی بین متغیرهای تحقیق به سوالات پرسشنامه پاسخ دادند. داده‌های تحقیق با استفاده از روش تحلیل عاملی تائیدی و نهایتاً مدل سازی معادلات ساختاری تجزیه و تحلیل گردید. یافته‌های مدل‌سازی معادلات ساختاری نشان از برازش مناسب مدل روابط بین متغیرهای تحقیق داشت. همچنین یافته‌ها نشان داد متغیر توجیه عقلانی- اخلاقی اثر تعدیلگر در رابطه بین احساسات اخلاقی و نگرش به ورزشکار داشته است. در نهایت با توجه به تفاوت‌های فردی پاسخ‌دهندگان از جمله فرهنگی، اجتماعی، شخصیتی و معیشتی، نحوه پاسخ‌دهی به سوالات می‌تواند به عنوان یک محدودیت مورد توجه باشد. احساسات اخلاقی به عنوان متغیری مهم در پیشگویی نگرش و رفتار مصرف‌کننده در تحقیق حاضر تنها در ابعاد منفی آن (تحقیر، خشم، انزجار) مورد مطالعه بود و ابعاد مثبت آن نظیر قدردانی، هیبت و تحسین می تواند مورد توجه محققان آتی باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Consequences of Endorser’s Doping Scandal in Sport Marketing

نویسنده [English]

  • Jasem Manouchehri

Assistant Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Central Tehran Branch, Islamic Azad University, Tehran, Iran

چکیده [English]

One of the marketing communications strategies for promoting a brand is sport celebrities' endorsement, however, sponsors are always concerned of experiencing doping related consequences for their brands and products due to the consumers' believes and beliefs on the endorsed product which may be changed by those consequences. The main purpose of the present research was to modeling the consequences of endorser’s doping scandal in sport marketing. 56 items were used and 224 men and women students of bachelor program of physical education and sport sciences of the Iranian universities participated in measuring the research variables and model the causal relations. The research data were analyzed by confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results of SEM showed acceptable model fit indexes and significant relationships between variables. Results also revealed that reasoning strategy of moral rationalization has a moderating effect on the relationship between moral emotions and attitude change toward doped athlete. Finally, regarding to the personal differences as cultural, social, personality and livelihood, the manner of responding to the questionnaire can be consider as a research limitation. However, moral emotions negative dimensions (Contempt, Anger, Disgust) were analyzed as significant variables in predicting consumer’s behavior and attitude in the current research, other positive dimensions (Gratitude, Awe, Admiration) should be explored in the future studies.

کلیدواژه‌ها [English]

  • Doping Scandal
  • Endorser
  • Marketing
  • Sport
  • Structural Equations
  1. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
  2. Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203-214.

 

  1. Arai, A. (2010). Branding individual athletes: Developing a model of athlete brand image (Unpublished master’s thesis). University of Florida, Gainesville, USA.
  2. Aronson, E. (1969). The theory of cognitive dissonance: A current perspective. In L. Berkowitz (Ed.). Advances in experimental social psychology (Vol. 4). New York: Academic Press.
  3. (2012). Australian sports anti-doping authority 2011:12 annual report. Canberra: ASADA.
  4. Bandura, A. (1991). Social cognitive theory of moral thought and action. In W. M. Kurtines, & J. L. Gewirtz (Eds.), Handbook of moral behavior and development: Theory, research, and qpplications (Vol. 1) (pp. 42-48). Hillsdale, NJ: Erlbaum.
  5. Baumeister, R. F. (1998). The self. In D. T. Gilbert, S. T. Fiske, & G. Lindzey (Eds.), Handbook of social psychology. (pp. 36-37). New York: McGraw-Hill.
  6. Bednall, D. H., & Collings, A. (2000). Effect of public disgrace on celebrity endorser value. Australasian Marketing Journal, 8(2), 47-57.
  7. Belesioti, O. (2011). Can negative publicity of celebrities’ endorsement damage the reputation of a brand? (Unpublished master’s thesis). University of Amsterdam, Amsterdam, Netherlands,  
  8. Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Journal of Brand Management, 9(3), 193-209.
  9. Bhattacharjee, A., Berman, J. Z., & Reed, A. (2013). Tip of the hat, wag of the finger: How moral decoupling enables consumers to admire and admonish. Journal of Consumer Research, 39(6), 1167-1184.
  10. Bobalca, C., Gatej (Bradu), C., & Ciobanu, O. (2012). Developing a scale to measure customer loyalty. Procedia Economics and Finance, 3, 623-628.
  11. Buechel, B., Emrich, E., & Pohlkamp, S. (2013). Nobody's innocent: The role of customers in the doping dilemma. Available at: https://journals.sagepub.com/doi/10.1177/1527002514551475#:~:text=Focusing%20on%20the%20example%20of,sufficient%20to%20overcome%20this%20dilemma. (Accessed Oct 07, 2014).
  12. Carstairs, C. (2003). The wide world of doping: drug scandals, natural bodies and the business of sports entertainment. Addiction Research and Theory, 11(4), 263-281.
  13. Charbonneau, J., & Garland, R. (2005). Talent, looks or brains? New Zealand advertising practitioners' views on celebrity and athlete endorsers. Marketing Bulletin, 16(3), 1-10.
  14. Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding. Journal of Marketing, 75(3), 66-82.
  15. Cisyk, J., & Courty, P. (2015). Do fans care about compliance to doping regulations in sports? The impact of PED suspension in Baseball. Journal of Sports Economics, 1, 1-26.
  16. de los Salmones, M., Dominguez, R., & Herrero, A. (2013). Communication using celebrities in the non-profit sector: Determinants of its effectiveness. International Journal of Advertising, 32(1), 101-119.
  17. Doss, S. (2011). The transference of brand attitude: the effect on the celebrity endorser. Journal of Management and Marketing Research.

 

  1. Durukan, T., & Bozaci, I. (2012). A survey on determinants of word of mouth in social media. International Journal of Economics and Management Sciences, 1(7), 36-44.
  2. Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press.
  3. Fisher, R. J., & Wakefield, K. (1998). Factors leading to group identification: A field study of winners and losers. Psychology & Marketing, 15(1), 23-40.
  4. Florez, C. L. (2013). The impact of the doping effect on cycling sponsorship: Analysis of brand lovers and cycling fans consumer reaction (Unpublished master’s thesis). European Master in Business Studies, Kassel, Germany.
  5. Funk, D. C. (2011). Consumer behaviour in sport and Events-Marketing Action. United Kingdom: Taylor & Francis.
  6. Funk, D. C., & Pritchard, M. P. (2006). Sport publicity: Commitment's moderation of message effects. Journal of Business Research, 59(5), 613-621.
  7. Grappi, S., Romani, S., & Bagozzi, R. P. (2013) Consumer response to corporate irresponsible behavior: Moral emotions and virtues. Journal of Business Research, 66(10), 1814-1821.
  8. Greene, J., & Haidt, J. (2002). How (and where) does moral judgment work? Trends in Cognitive Sciences, 6(12), 517-523.
  9. Greene, J. D., Sommerville, R. B., Nystrom, L. E., Darley, J. M., & Cohen, J. D. (2001). An fMRI investigation of emotional engagement in moral judgment. Science, 293(5537), 2105-2108.
  10. Gwinner, K., & Swanson, S. R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. The Journal of Service Marketing, 17(3), 275-294.
  11. Gwinner, K. (1997). A model of image creation and image transfer in event sponsorship. International Marketing Review, 14(3), 145-158.
  12. Gwinner, K. P., Larson, B. V., & Swanson, S. R. (2009). Image transfer in corporate event sponsorship: Assessing the impact of team identification and event-sponsor fit. International Journal of Management and Marketing Research, 2(1), 1-15.
  13. Haidt, J. (2001). The emotional dog and its rational tail: A social intuitionist approach to moral judgment. Psychological Review, 108(4), 814-834.
  14. Hardwicke-Brown, E. (2014). Sport celebrity scandal: Consumer attitude towards the sponsoring brand (Unpublished master’s thesis). Haskayne School of Business Calgary, Alberta.
  15. Hejabi, A., Manouchehri, J., & Tojari, F. (2015). Determining validity and reliability of doping behavior measurement instrument in young athletes' society. Journal of Applied Environmental and Biological Sciences, 5(3), 246-253.
  16. Hoberman, J. M. (1992). Mortal engines: The science of performance and the dehumanization of sport. New York: Free Press.
  17. Hughes, S., & Shank, M. (2005). Defining scandal in sports: Media and corporate sponsor perspectives. Sport Marketing Quarterly, 14(4), 207-216.
  18. Johnson, A. R. (2005). When a celebrity is tied to immoral behavior: Consumer reactions to Michael Jackson and Kobe Bryant. Advances in Consumer Research, 32, 100-101.
  19. Johnson, M. D., Herrmann, A., & Huber, F. (2006). The evolution of loyalty intentions. Journal of Marketing, 70(2), 122-132.
  20. Katoch, A. (2009). The application of social identity theory and theory of planned behavior on the role of sports brand sponsorship (Unpublished master’s thesis). National Cheng Kung University, Institute of International Management, Tainan City, Taiwan.
  21. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  22. Kim, Y., & Na, J. (2007). Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence. International Journal of Sports Marketing and Sponsorship, 8(4), 310-320.
  23. Koshy L., & Manohar S. J. (2017). Influence of celebrity endorsement on brand image of grooming products. Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2969781
  24. Kwak, D. H., Kim, Y. K., & Zimmerman, M. H. (2010). User-versus mainstream-media-generated content: Media source, message valence, and team identification and sport consumers' response. International Journal of Sport Communication, 3(4), 402-421.
  25. Lee, J. S. (2015). Athlete endorser’s transgression and sport consumer’s moral reasoning strategy: Moral coupling and boundary conditions (Unpublished doctoral disseratation). University of Michigan, Michigan, USA.
  26. Lee, J. S., & Kwak, D. H. (2015). Consumers’ responses to public figures’ transgression: Moral reasoning strategies and implications for endorsed brands. Journal of Business Ethics. 137, 101-113.
  27. Lohneiss, A., & Hill, B. (2014). The impact of processing athlete transgressions on brand image and purchase intent. European Sport Management Quarterly, 14(2), 171-193.
  28. Manouchehri, J. (2016). Modeling the effect of doping phenomenon on sport marketing in Iran (Unpublished doctoral dissertation). University of Tehran, Tehran, Iran. (in Persian)
  29. Manouchehri, J., Hamidi, M., Sajadi, S. N., & Honari, H. (2016). Designing a qualitative model of doping phenomenon effect on sport marketing in Iran. PODIUM Sport, Leisure and Tourism Review, 5(2), 120-136.
  30. Manouchehri, J., Hamidi, M., Sajadi, S. N., & Honari, H. (2016). Designing a qualitative model of doping phenomenon effect on sport marketing in Iran. Sport Management, (In Press - in Persian)
  31. Manouchehri, J., & Tojari, F. (2013). Development and validation of instruments to measure doping attitudes and doping beliefs. European Journal of Experimental Biology, 3(2), 183-186.
  32. J., & Tojari, F. (2014). Foundamental of doping psychology in sport. Tehran: Hatmi Publication in cooperation with the Sport and Youth Ministry of Iran. (in Persian)
  33. Manouchehri, J., Tojari, F., & Ganjouei, F.A. (2013). Variance analysis: Doping attitude, doping behavior and sport orientation in elite martial artists. European Journal of Experimental Biology, 3(1), 62-67.
  34. Matos, C. A., & Veiga, R. T. (2005). How to deal with negative publicity: The importance of consumer involvement. Brazilian Administration Review, 2 (1), 57-72.

 

  1. Mazanov, J., & Connor, J. (2010). The role of scandal and corruption in sports marketing and sponsorship. International Journal of Sports Marketing & Sponsorship, 11(3), 1-1.
  2. McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13 (1), 71-84.
  3. Messing, M., & Muller, N. (1996). Veranstaltungsbesuch und sportpolitische Polarisation deutscher Olympia-Touristen in Barcelona 1992. Auf der Suche nach der Olympischen Idee. Kassel.
  4. Moll, J., de Oliveira-Souza, R., Bramati, I. E., & Grafman, J. (2002). Functional networks in emotional moral and nonmoral social judgments. Neuroimage, 16(3), 696-703.
  5. Moll, J., Zahn, R., de Oliveira-Souza, R., Krueger, F., & Grafman, J. (2005). The neural basis of human moral cognition. Nature Reviews Neuroscience, 6(10), 799-809.
  6. Moston, S., Skinner, J., & Engelberg, T. (2012). Perceived incidence of drug use in Australian sport: a survey of public opinion. Sport in Society, 15(1), 64-77.
  7. Parker, H.M., & Fink, J.S. (2010). Negative sponsor behavior, team response and how this impacts fan attitudes. International Journal of Sports Marketing & Sponsorship, 11 (3), 200-211.
  8. Perron, L. (2009). Should NFL give vick a second chance? Availabe at: http://blogs.reuters.com/sport/2009/06/06/should-nfl-give-vick-a-second-chance/?cp=all#comments (May 25, 2009).
  9. Reeth, D. V., & Lagae, W. (2013). Public opinion on doping in cycling: differences among population groups. Available at: https://core.ac.uk/download/pdf/34590426.pdf).
  10. Roosta, A., Venous, D., & Ebrahimi, A. (2013). Marketing management (17th). Tehran: SAMT Publication. (in Persian)
  11. Roozen, I. (2012). Negative publicity on the endorsement process does it influence for-profit and not-for-profit print advertisements? Economics & Management, 1, 1-16.
  12. Rummel, R. J. (1970). Applied factor analysis. Evanston: Northwestern University Press.
  13. Runsbech, A., & Sjolin, D. (2011). Negative effects of sponsorships: A quantitative study on negative effects of image transfer through sponsorship in the U.K (Unpublished master’s thesis). Halmstad University, Halmstad, Sweden.
  14. Simmers, C.S., D. Damron-Martinez, D., & Haytko, D.L. (2009). Examining the effectiveness of athlete celebrity endorser characteristics and procuct brand type: the endorser sexpertise continuum. Journal of Sport Administration & Supervision, 1(1), 52-64.
  15. Slack, T. (2012). Sport commercialization (M. H. Razavi, & S. Nobakhti, Trans). Shomal: Paydar Publication. (in Persian)
  16. Smith, A. (2008). Introduction to sport marketing Amsterdam, Oxford: Elsevier Butterworth-Heinemann, Business & Economics.