H2: Examined participant attitude towards Brand:
The purpose of this research is to examine the effects of different types of athlete scandals including (1) match-fixing, (2) driving under the influence (DUI), (3) Doping – use of performance enhancing drugs, and (4) sexual assault, on attitude toward athlete and attitude toward corporate sponsor.
One of the world greatest sport spectacle, the Olympics, would be hit. The London 2012 Olympics was hit with another scandal where the Badminton World Federation announced the disqualification of the eight female badminton players from China, South Korea and Indonesia for match-throwing (Hong-zhia Y & Weib, 2013). The cheating and betrayal left the many sport organizations and sponsors in a crisis. Some governing bodies are leading from the front by applying damage control and being accommodative and expressing sympathy, stated Bundy, Pfarrer, Short & Coombs (2016) to sport enthusiasts.
H2: Examined participant attitude towards Brand
In terms of attitude towards brand, there was a significant difference among the four groups F = F = 1.89, p = .134. Multiple caparisons tests indicate that participants have a more positive attitude towards other corruption scandal associated to brand, compared to athletes involved in match fixing scandal (M =4.42, SD = 1.42, p > .05). Test indicate that participants have a more favourable attitude towards brand involve in DUI scandal (M =5.42, SD = 1.42, p > .05) and drug scandal (M = 5.01, SD = 1.74, p > .05) than athletes involved in match fixing scandal (M =4.42, SD = 1.42, p > .05).
See figure below;
HP Sports Corner 