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How do athlete scandals affect consumers' self-concept? Self-brand connection and self-construal perspective.

Record Type:	Electronic resources : Monograph/item
Title/Author:	How do athlete scandals affect consumers' self-concept? Self-brand connection and self-construal perspective./
Author:	Arai, Akiko.
Description:	1 online resource (123 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 78-06, Section: A.
Contained By:	Dissertations Abstracts International78-06A.
Subject:	Mass communications. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10298910click for full text (PQDT)
ISBN:	9781369419337

How do athlete scandals affect consumers' self-concept? Self-brand connection and self-construal perspective.
Arai, Akiko.

How do athlete scandals affect consumers' self-concept? Self-brand connection and self-construal perspective. - 1 online resource (123 pages)

Source: Dissertations Abstracts International, Volume: 78-06, Section: A.

Thesis (Ph.D.)--University of Florida, 2014.

Includes bibliographical references

This study proposes that athletes should be recognized as brands because they provide symbolic values to their fans through their athletic performance and lifestyle. Sport consumers utilize these symbolic values to construct, extend and express their self-identities. Through the mutual benefit exchange process sport consumers develop a certain type of relationship with athletes, called self-brand connection. The connections with athletes will help consumers enhance and verify their self-identities. On the contrary, the high level of self-brand connection with athletes could hurt sport consumers' self-identity when the athletes are involved in scandals. When an athlete whom consumer feel connected is involved in a scandal, the consumer's self-identity could be shaken and threatened. To confirm the notion above, the study examined (1) whether sport consumers' connection with an athlete actually help them enhance and verify their sense of self, and (2) the specific conditions under which consumers would respond differently toward the athletes' scandal. Through the first study the researcher found that activating the positive connections with athletes would enhance consumers' self-esteem and selfclarity. The second experiment (study 2) and a follow-up survey (study 3) revealed that consumers' self-brand connection and self-construal interact to affect their psychological and behavioral reactions toward athlete scandals. In particular, study 2 found that athlete scandals threatened highly connected interdependent consumers' self-identity the most. On the other hand, even though they are highly connected to the athletes, independent consumers perceived self-identity threats as little as lower connected consumers. The follow-up survey found similar patterns on the behavioral responses (i.e., CORFing and advocacy) toward scandals. The highly connected interdependent consumers engaged in the least CORFing, rather advocated for the athletes the most. The study linked sports scandal research with the growing body of consumer selfconcept research. The study also challenges the traditional view of athlete scandals, which often emphasize the negative consequences of sport scandals. This study proposes that athlete scandals threaten consumers' self-identities, and the threats create consumer need to restore or enhance threatened identity. This approach raises sports marketers' awareness of the consumer needs created by scandals and allows them to find opportunities in crisis situations.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9781369419337Subjects--Topical Terms:

3422380
Mass communications.
Subjects--Index Terms:

Consumer needsIndex Terms--Genre/Form:

542853
Electronic books.

How do athlete scandals affect consumers' self-concept? Self-brand connection and self-construal perspective.
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