The impact of Nike’s reactions towards its scandalized athlete endorsers on the brand perception and consumption of Nike consumers and athlete’s fans / Louise SPILLEMAECKER / 2021

Titre : The impact of Nike’s reactions towards its scandalized athlete endorsers on the brand perception and consumption of Nike consumers and athlete’s fans : Focus on three scandalized athlete endorsers: Tiger Woods, Maria Sharapova, and Michael Vick Type de document : Mémoire Auteurs : Louise SPILLEMAECKER, Auteur Année de publication : 2021 Importance : 35 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CONSOMMATEUR ; IMAGE DE MARQUE Entreprise NIKE Résumé : Sports scandals are not new. This study contributes to the already-existing research about sports scandals and crisis management. A qualitative study was conducted with sixteen participants (including Nike consumers, Nike consumers who are also fans of the athlete and, athlete’s fans only) to discuss and compare their perception of Nike’s crisis management when it comes to scandalized athlete endorsers. This framework is focused on three well-known scandalized athlete endorsers: Tiger Woods, Maria Sharapova, and Michael Vick. The purpose of this research is two-fold: (1) analyse how Nike’s crisis management regarding Tiger Woods, Maria Sharapova, and Michael Vick is perceived by participants, depending on the category they belong to (Appendix B), and (2) understand how this crisis management might impact athlete’s fans’ and consumers’ attitudes. Findings reveal that Nike consumers do not necessarily expect the brand to cut ties with the scandalized athlete endorser because they understand the inner workings of such decisions. Nike consumers may have a different perception of the brand if they disagree with its decision, but, even so, will not stop buying Nike products. Athlete’s fans, who are also Nike consumers, always appreciate Nike’s support, leading to a better evaluation of the brand and an increase in purchase intentions. Athlete’s fans only, (i.e., non-Nike consumers) do not attach importance to Nike crisis management. This study focuses on the brand's reaction to a scandalized athlete, but what about the athlete's reaction to a scandalized endorsed brand? Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538645