dc.contributor.author | Schmidt, Samuel H. | |
dc.contributor.author | Shreffler, Megan B. | |
dc.contributor.author | Hambrick, Marion E. | |
dc.contributor.author | Gordon, Brian S. | |
dc.date.accessioned | 2018-04-18T18:49:42Z | |
dc.date.available | 2018-04-18T18:49:42Z | |
dc.date.issued | 2018-02 | |
dc.identifier.uri | http://hdl.handle.net/1808/26311 | |
dc.description.abstract | In 2016, several prominent athletes kneeled or sat during the national anthem of their games to protest
social injustice in America. For their activism, these athletes inconsistently experienced both positive and
negative consequences from their sponsors and fans. Therefore, the purpose of this study was to investigate
this phenomenon more closely by examining the effect of activism type and activism effort on a sponsor’s
brand image and purchase intention of a product the athlete endorses, when controlling for brand familiarity.
Participants (N = 384) were randomly assigned into groups in a 2 (activism type: safe, risky) x 2
(activism effort: low, high) experimental study. Results indicated brand image and purchase intention were
negatively impacted by risky activism compared to safe activism, but activism effort had no effect on the
two variables. Further implications and future research are expanded upon in the discussion. | en_US |
dc.publisher | Fitness Information Technology | en_US |
dc.relation.isversionof | http://fitpublishing.com/articles/experimental-examination-activist-type-and-effort-brand-image-and-purchase-intentions | |
dc.subject | Athlete activism | en_US |
dc.subject | Brand image | en_US |
dc.subject | Purchase intention | en_US |
dc.subject | Activism type | en_US |
dc.subject | Activism effort | en_US |
dc.title | An Experimental Examination of Activist Type and Effort on Brand Image and Purchase Intentions | en_US |
dc.type | Article | en_US |
kusw.kuauthor | Gordon, Brian | |
kusw.kudepartment | Health Sport &Exercise Science | en_US |
kusw.oaversion | Scholarly/refereed, publisher version | en_US |
kusw.oapolicy | This item meets KU Open Access policy criteria. | en_US |
dc.rights.accessrights | openAccess | en_US |