Fashion Business Commons^™

The Effect Of Personal Scandal On Celebrity Athletes And Shopper’S Purchase Intentions And Attitude Favorability, Mary A. Graham

Theses and Dissertations--Retailing and Tourism Management

Athletes have become more than sports professionals; they are million dollar investments for brand images. Businesses worldwide have transitioned old promotional schemes to athlete endorsements and have experienced positive reactions to the public change. Athletes connected with consumers on a heroic level and translated the brand’s message to purchasers through the theory of transference of affect (White, Goddard, & Wilbur, 2009). Subsequently, there had been an equal rise in the caution businesses exercised as several athletes found occupancy in negative press. Those involved in scandals posed reputational risks for businesses and could reduce positive transference to consumers. The purpose of …