Strategies of German Bundesliga and English Premier League clubs for the COVID-19 crisis: the case of international broadcasting fans

José F. Navarro-Picado, Eduardo Torres-Moraga, Manuel Alonso Dos Santos (), Brandon Mastromartino and James J. Zhang
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José F. Navarro-Picado: Universidad de Costa Rica
Eduardo Torres-Moraga: Universidad de Chile
Manuel Alonso Dos Santos: Universidad de Granada
Brandon Mastromartino: Southern Methodist University
James J. Zhang: The University of Georgia

Review of Managerial Science, 2023, vol. 17, issue 1, No 8, 209-232

Abstract: Abstract During the COVID-19 pandemic that paused sports worldwide, the German Bundesliga League (GBL) and English Premier League (EPL) took two different strategic approaches to agree with their players on returning to play. To become better informed and prepared for future crisis management, this study examines consumer responses to these opposing strategies. We also identify how perceived organizational legitimacy, trustworthiness, reliance, and justifiability have an impact on consumer multimedia consumption of the games. A sample of 503 participants responded to an online questionnaire regarding the contrasting decisions taken by the GBL and the EPL during the global health crisis. SEM with multi-group analysis was conducted to test the research hypotheses. When comparing the two selected sport leagues, the league that reached an agreement with their players experienced higher levels of perceived legitimacy while needing fewer perceptions of trustworthiness, reliance, and justifiability to obtain higher multimedia consumption intention from consumers.

Keywords: Legitimacy perception; Decision justifiability; Organizational trustworthiness; Multimedia consumption (search for similar items in EconPapers)
JEL-codes: M39 M59 (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11846-021-00515-3

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