Cancel culture, the practice of calling out individuals for a perceived moral wrongdoing and
attempting to remove their power or prominence presents unique challenges for both …

Endorsement marketing has been widely used to generate consumer attention, interest, and
purchase behaviors among targeted consumers. However, relatively little systematic …

A growing amount of attention has been paid to the topic of dehumanization of professional
athletes in recent years, both in mainstream media and in academic literature. Even …

This study explores the impact of an athlete's personal scandal on consumer perceptions of
the player, team, and league. A self-administered online survey was created based on past …

Athlete endorsers are commonly used to promote sponsor products and brands. Their image
aligns with brands, creating meaning and values in consumers' minds enhancing brand …

ABSTRACT Research question Contextualized in Chinese fans' backlash of NBA
advertisements' featuring Xukun Cai, an effeminate idol belonging to the stigmatized 'little …

Whereas a great deal has been recorded on sponsorship's definition and the ways in which
sponsorship or team identification is thought to work, the literature is less comprehensive …

Over the years, the importance of athlete branding has become increasingly critical to
acquiring sponsorship agreements. An excellent example of the brand-sponsor relationship …

Loyal and engaged sport consumers provide the revenue opportunity from media rights,
sponsorships and ticket sales that drive profitability for sport teams, corporate sponsors and …

Research question: The mass media widely broadcasts scandals. However, previous
literature lacks examinations of consumer reactions to athlete scandals. Given the …