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Can sponsorships connected to transgender cause be beneficial? The Impact a Controversial Statement made by a Sponsored Athlete has on a Sponsor’s Brand Judgments

Smedsrud, Trym Gjerstad; Dunseth, Martin
Master thesis
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2603828.pdf (3.223Mb)
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https://hdl.handle.net/11250/2687794
Utgivelsesdato
2020
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Samlinger
  • Master of Science [963]
Sammendrag
This study examines the effect of a sponsored athlete's controversial statement

about M-W transgenders competing in women’s sports has on a sponsor’s brand

judgment. A conjoint analysis was executed to investigate the preferences among

consumers on four attributes: 1) liking of athlete, 2) liking of brand, 3) severity in

athlete comment and 4) brand response. Further, a comparison between different

cohorts was interpreted to see if differences in consumer segments were present.

The main implication of this study is that both the sponsoring brand and the

sponsored athlete face a great risk of being involved in the transgender cause and

that consumers mainly have negative attitudes towards controversial statements.

Our results indicate that brands are negatively impacted when engaging in the

transgender cause and that a best practice is to refrain sponsorships connected to

the cause. Nevertheless, interesting findings on athlete behavior and individual

attitudes were also present, providing managers with insight on scenarios where

positive brand outcomes occurred.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
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Handelshøyskolen BI

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