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A Cross-Category Study: Should Moral Reasoning Strategies be Used to Mitigate Negative Effects from Athlete Transgressions on Brand Evaluation?

Haugberg, Bendik Sale; Skogen, Konrad Eilertsen
Master thesis
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URI
https://hdl.handle.net/11250/2823716
Date
2021
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  • Master of Science [1116]
Abstract
This study emphasizes the extent to which moral reasoning strategies can be

used to mitigate negative effects on brand evaluation in the aftermath of an

athlete transgression. The current study used conjoint analysis to investigate

potential differences between consumers on three attributes (transgression

category, liking, brand response). The research contributes to the domains of

moral reasoning and crisis communication by introducing new findings for

how brands should act in the wake of athlete transgressions. Findings indicate

managerial implications for different decision makers in the specific sectors.

The main implication from the study was that moral reasoning responses were

more effective in a low severity category, compared to a high severity

category. The results also indicated that the termination of contract response

was favoured across the studied categories. Despite some limitations, the study

provides interesting indications that individual differences exist and that

cognitive and affective elements impact consumers' moral decisions.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021
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Handelshøyskolen BI

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