Academic Journal
Negative athlete image perceptions arising from endorsement.
| Τίτλος: | Negative athlete image perceptions arising from endorsement. |
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| Συγγραφείς: | Hasaan, Ali, Fi̇şne, Mücahi̇t, Naylor, Michael, Khalid, Jawaria |
| Πηγή: | Sport, Business & Management; 2026, Vol. 16 Issue 3, p362-381, 20p |
| Θεματικοί όροι: | Advertising endorsements, Athletes, Branding (Marketing), Commercialization, Sports marketing, Trust |
| Περίληψη: | Purpose: While the benefits of athlete endorsements are widely recognized, there remains a significant gap in understanding the potential downsides of such affiliations with commercial brands. This study aims to explore two key areas: (1) negative fan perceptions related to athlete endorsements and (2) specific triggers that lead to these adverse reactions. Design/methodology/approach: A qualitative research approach was adopted, utilizing a triad interview methodology involving a total of 26 fan participants. This method allowed for rich, in-depth discussions and interactions among participants, leading to nuanced insight related to athlete endorsement attitudes and perceptions. Findings: The study uncovered a variety of negative perceptions fans hold when athletes engage in commercial endorsements. These include erosion of image, over commercialization, misaligned values, financial disparities and distraction of attention from sport. The research also identified specific triggers of these negative perceptions, including poor performance, media overload and athlete transgressions. Originality/value: This study contributes to sport marketing literature by focusing on the mostly overlooked phenomena of negative fan perceptions of athlete endorsement. The insights are of use to athletes, brand managers, and communication strategists, enabling them to better manage endorsement decisions, maintain fan trust and avoid reputational risks. [ABSTRACT FROM AUTHOR] |
| Copyright of Sport, Business & Management is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Βάση Δεδομένων: | Complementary Index |
| FullText | Links: – Type: other Text: Availability: 0 CustomLinks: – Url: https://www.emerald.com/insight/search?q=Negative athlete image perceptions arising from endorsement.%20Hasaan, Ali Name: Emerald Insight (All Content) (s7799221) Category: fullText Text: View full text at Emerald MouseOverText: View full text at Emerald |
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| Header | DbId: edb DbLabel: Complementary Index An: 193288683 RelevancyScore: 1061 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 1060.76245117188 |
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| Items | – Name: Title Label: Title Group: Ti Data: Negative athlete image perceptions arising from endorsement. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Hasaan%2C+Ali%22">Hasaan, Ali</searchLink><br /><searchLink fieldCode="AR" term="%22Fi̇şne%2C+Mücahi̇t%22">Fi̇şne, Mücahi̇t</searchLink><br /><searchLink fieldCode="AR" term="%22Naylor%2C+Michael%22">Naylor, Michael</searchLink><br /><searchLink fieldCode="AR" term="%22Khalid%2C+Jawaria%22">Khalid, Jawaria</searchLink> – Name: TitleSource Label: Source Group: Src Data: Sport, Business & Management; 2026, Vol. 16 Issue 3, p362-381, 20p – Name: Subject Label: Subject Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Advertising+endorsements%22">Advertising endorsements</searchLink><br /><searchLink fieldCode="DE" term="%22Athletes%22">Athletes</searchLink><br /><searchLink fieldCode="DE" term="%22Branding+%28Marketing%29%22">Branding (Marketing)</searchLink><br /><searchLink fieldCode="DE" term="%22Commercialization%22">Commercialization</searchLink><br /><searchLink fieldCode="DE" term="%22Sports+marketing%22">Sports marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Trust%22">Trust</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Purpose: While the benefits of athlete endorsements are widely recognized, there remains a significant gap in understanding the potential downsides of such affiliations with commercial brands. This study aims to explore two key areas: (1) negative fan perceptions related to athlete endorsements and (2) specific triggers that lead to these adverse reactions. Design/methodology/approach: A qualitative research approach was adopted, utilizing a triad interview methodology involving a total of 26 fan participants. This method allowed for rich, in-depth discussions and interactions among participants, leading to nuanced insight related to athlete endorsement attitudes and perceptions. Findings: The study uncovered a variety of negative perceptions fans hold when athletes engage in commercial endorsements. These include erosion of image, over commercialization, misaligned values, financial disparities and distraction of attention from sport. The research also identified specific triggers of these negative perceptions, including poor performance, media overload and athlete transgressions. Originality/value: This study contributes to sport marketing literature by focusing on the mostly overlooked phenomena of negative fan perceptions of athlete endorsement. The insights are of use to athletes, brand managers, and communication strategists, enabling them to better manage endorsement decisions, maintain fan trust and avoid reputational risks. [ABSTRACT FROM AUTHOR] – Name: Abstract Label: Group: Ab Data: <i>Copyright of Sport, Business & Management is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edb&AN=193288683 |
| RecordInfo | BibRecord: BibEntity: Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 20 StartPage: 362 Subjects: – SubjectFull: Advertising endorsements Type: general – SubjectFull: Athletes Type: general – SubjectFull: Branding (Marketing) Type: general – SubjectFull: Commercialization Type: general – SubjectFull: Sports marketing Type: general – SubjectFull: Trust Type: general Titles: – TitleFull: Negative athlete image perceptions arising from endorsement. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Hasaan, Ali – PersonEntity: Name: NameFull: Fi̇şne, Mücahi̇t – PersonEntity: Name: NameFull: Naylor, Michael – PersonEntity: Name: NameFull: Khalid, Jawaria IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 05 Text: 2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 2042678X Numbering: – Type: volume Value: 16 – Type: issue Value: 3 Titles: – TitleFull: Sport, Business & Management Type: main |
| ResultId | 1 |