The members of the Feliciano School of Business, Faculty Development and Research Committee invite you to its FSofB Research Colloquium.
Title: Consumer Judgment of Sponsoring Companies' Response Strategies during Endorser Transgressions
Author: Dr. Shintaro Sato, Department of Marketing
Date and Time: April 26 - 10:00 a.m.
Venue: Room 380
Appropriately communicating with the public is an important task for sponsoring brands during endorser transgressions. Do they maintain the relationship with the tainted endorsers? Would maintaining the relationship with them be perceived more favorably by consumers? Drawing on balance theory and accessibility-diagnosticity model, the author examined consumer judgment of scandal response strategies and attitude toward sponsoring brand in endorser transgression contexts. An experiment that utilized fictitious endorsers and brands demonstrated that consumers perceive that terminating the endorsement contract with scandalized celebrity endorsers is more appropriate than maintaining the relationship. This is particularly true when celebrity endorsers are involved in competence-relevant scandals (e.g., athlete engaging in the use of performance-enhancing drugs). A moderated mediation analysis provided further support. Specifically, consumers evaluate endorsed brands favorably when brands terminate the endorsement contract with scandalized endorsers who engaged in competence-relevant scandals. Detailed implications and future research opportunities will be discussed in the presentation.
Dr. Sato received his Ph.D. in Sport Management from University of Florida. His research interest is focused on consumer behavior in sports, events, and tourism industries. He is particularly interested in how consumers make judgment in experiential consumption settings.
Keywords: endorsement advertising sports marketing
Host (Department Representative): Dr. Yam Limbu - Department of Marketing
Light refreshments and coffee will be served. We look forward to your participation and questions.
For further information about this event, please contact Dr. Vidya Atal firstname.lastname@example.org