|dc.description.abstract||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.||en_US