A Critical Review of the Impacts of Negative Athlete Behaviour on Brand Image and Subsequent Consumer Purchasing Habits.
Cardiff Metropolitan University
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The purpose of this investigation was to critically analyse the impacts of negative athlete behaviour on brand image and subsequent consumer purchasing habits. The study used an analysis of qualitative data attained through online surveys, completed by six undergraduate Cardiff Metropolitan University School of Sport students. The qualitative data was scrutinized using a thematic analysis, where three general dimensions were produced. The results from the study advocate an importance of brand management when dealing with negative athlete behaviour, due to the influence of the media and negative implications following the consumer consumption of negative athlete behaviour information.
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