The impact of processing athlete transgressions on brand image and purchase intent

Abstract

Athlete endorsers are commonly used to promote sponsor products and brands. Their image aligns with brands, creating meaning and values in consumers' minds enhancing brand equity. Negative information surrounding an athlete endorser can have adverse effects. This study surveyed 217 people through an online questionnaire distributed using snowballing technique to determine whether the level of processing (LoP) Tiger Wood's extramarital affair within memory affected Nike's brand image and purchase intent. Repeated measures analysis of covariance (ANCOVA) revealed a significant two-way interaction between Woods as an endorser and LoP on brand image. A simple effects analysis showed negative effects for deepest in memory group. Significant within-subjects main effects for endorser and between-subjects main effects for LoP the transgression emerged on purchase intent. The contrast analysis demonstrated that purchase intent increased when Woods endorsed Nike irrespective of LoP the affair. Effects on brand image contrast those of purchase intent. The results indicate that even though brand image is depressed, organisations could continue using the athlete that has misbehaved as endorser, as consumers' discount negative information surrounding the athlete when making purchase decisions. Athlete endorsers that have transgressed continue to drive sales.