We conducted an experiment to investigate the impact of sport scandal on consumer attitudes toward a range of sport stakeholders. We examined the effects of fans’ social identity (fan of scandalized team vs. fan of rival team), scandal severity (single perpetrator vs. multiple perpetrators), and the sponsor brand’s response to the scandal (sponsorship retention vs. termination) on consumers’ attitudes toward the implicated team, the scandal perpetrators, the sport, and sponsor brand. We find evidence of differential reactions to scandal reflecting social identity, such that fans support their own team despite increased scandal severity but negatively judge a rival team’s transgressions. Results suggest that where fans are concerned, sponsors may be better served to continue with a sponsorship following scandal than to terminate, even for some forms of severe scandal. However, termination may receive more positive evaluation from rival team fans; hence continuation of sponsorship needs to accompany a tempered approach.
P. Monica Chien, Sarah J. Kelly and Clinton S. Weeks
Louise A. Kelly, John J. Reilly, Sheila C. Fairweather, Sarah Barrie, Stanley Grant and James Y Paton
The primary aim of this study was to test the validity of two accelerometers, CSA/MTI WAM-7164 and Actiwatch®, against direct observation of physical activity using the Children’s Physical Activity Form (CPAF). CSA/MTI WAM-7164 and Actiwatch accelerometers simultaneously measured activity during structured-play classes in 3- to 4-year olds. Accelerometry output was synchronized to CPAF assessments of physical activity in 78 children. Rank order correlations between accelerometry and direct observation evaluated the ability of the accelerometers to assess total physical activity. Within-child minute-to-minute correlations were calculated between accelerometry output and direct observation. For total physical activity, CSA/MTI output was significantly correlated with CPAF (r = .72, p < .001), but output from the Actiwatch was not (r = .16, p > .05).