Consumer Reactions to Negative Incidents in Sports Sponsorship:
The aim of this study is to examine consumer reactions to negative incidents of sponsorship contracts for sporting events. Specifically, the paper is an exploratory study of reactions to sponsors of the Tokyo 2020 Olympics (which were actually held in 2021). Sponsorship corruption at the 2020 Olympi...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2023-03-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/42/4/42_2023.020/_html/-char/en |
| _version_ | 1827976069420941312 |
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| author | Ayako Matsui |
| author_facet | Ayako Matsui |
| author_sort | Ayako Matsui |
| collection | DOAJ |
| description | The aim of this study is to examine consumer reactions to negative incidents of sponsorship contracts for sporting events. Specifically, the paper is an exploratory study of reactions to sponsors of the Tokyo 2020 Olympics (which were actually held in 2021). Sponsorship corruption at the 2020 Olympics was pointed out in 2022, after which Twitter users posted negative comments about sponsorship companies. The paper examines this negative word-of-mouth consumer reaction on Twitter using the example of Olympic corruption, and especially the cases of Aoki and Kadokawa as Olympic sponsors involved in this corruption. The paper analyzes the common words that occurred in each period in response to negative incidents. The results show that once a negative incident occurs, there is no change in frequently used terms and negative words, regardless of whether the consumer reaction increases or decreases. |
| first_indexed | 2024-04-09T20:21:32Z |
| format | Article |
| id | doaj.art-fc3702544dda42e5ab7f6185d0873a37 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-09T20:21:32Z |
| publishDate | 2023-03-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-fc3702544dda42e5ab7f6185d0873a372023-03-31T02:29:18ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692023-03-01424395010.7222/marketing.2023.020marketingConsumer Reactions to Negative Incidents in Sports Sponsorship:Ayako Matsui0Assistant Professor, Faculty of Business Administration, Musashino University, JapanThe aim of this study is to examine consumer reactions to negative incidents of sponsorship contracts for sporting events. Specifically, the paper is an exploratory study of reactions to sponsors of the Tokyo 2020 Olympics (which were actually held in 2021). Sponsorship corruption at the 2020 Olympics was pointed out in 2022, after which Twitter users posted negative comments about sponsorship companies. The paper examines this negative word-of-mouth consumer reaction on Twitter using the example of Olympic corruption, and especially the cases of Aoki and Kadokawa as Olympic sponsors involved in this corruption. The paper analyzes the common words that occurred in each period in response to negative incidents. The results show that once a negative incident occurs, there is no change in frequently used terms and negative words, regardless of whether the consumer reaction increases or decreases.https://www.jstage.jst.go.jp/article/marketing/42/4/42_2023.020/_html/-char/ensports marketingsponsorshipcorruptionewomtwitter |
| spellingShingle | Ayako Matsui Consumer Reactions to Negative Incidents in Sports Sponsorship: Maketingu Janaru sports marketing sponsorship corruption ewom |
| title | Consumer Reactions to Negative Incidents in Sports Sponsorship: |
| title_full | Consumer Reactions to Negative Incidents in Sports Sponsorship: |
| title_fullStr | Consumer Reactions to Negative Incidents in Sports Sponsorship: |
| title_full_unstemmed | Consumer Reactions to Negative Incidents in Sports Sponsorship: |
| title_short | Consumer Reactions to Negative Incidents in Sports Sponsorship: |
| title_sort | consumer reactions to negative incidents in sports sponsorship |
| topic | sports marketing sponsorship corruption ewom |
| url | https://www.jstage.jst.go.jp/article/marketing/42/4/42_2023.020/_html/-char/en |
| work_keys_str_mv | AT ayakomatsui consumerreactionstonegativeincidentsinsportssponsorship |