Can winning take care of everything? A longitudinal assessment of post-transgression actions on repairing trust in an athlete endorser

Joon Sung Lee and Dae Hee Kwak

Sport Management Review, 2017, vol. 20, issue 3, 261-272

Abstract: A celebrity athlete’s transgression damages the public’s trust in that celebrity. However, little is known about whether demonstrating an outstanding performance after the transgression mitigates the negative consequence of that transgression. It also remains unexplored whether engaging in reparation can restore consumer trust and generate forgiveness. Taking a longitudinal approach, we found that post-transgression performance slightly increased competence-based trust but had no impact on increasing integrity-based trust and forgiveness. However, post-transgression reparation efforts enhanced both integrity-based trust and forgiveness over time. Findings also suggest that performance has little impact on generating forgiveness, countering the popular notion that winning takes care of everything.

Keywords: Athlete transgression; Endorsement marketing; Trust repair; Longitudinal; Crisis management (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441352316300547
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:spomar:v:20:y:2017:i:3:p:261-272

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/bibliographic
http://www.elsevier. ... 716936/bibliographic

DOI: 10.1016/j.smr.2016.08.007

Access Statistics for this article

Sport Management Review is currently edited by Tracy Taylor

More articles in Sport Management Review from Elsevier
Bibliographic data for series maintained by Catherine Liu ().