The spill-over effect of professional baseball player’s negative publicity on different stakeholders

• Main Authors: Ching-An Tseng, 曾慶安
• Other Authors: Hsin-You Chuo
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/06876382162443804383

碩士 === 中興大學 === 行銷學系所 === 99 === This research examines the negative spill-over effects caused by allied brand’s negative publicity. Focuses on how the negative spill-over effects influence the brand equity of team parent company’s brand, endorsed brand, alike team player and respective team. And we also discuss the negative spill-over effects on different kinds of fans/ spectators, performance/ value publicity, non-serious/ serious publicity and high/ low involvement. In this research we use personal interview respondants and internet respondants to collect data. And use the SPSS 17.0 and AMOS 18.0 to analyze pair-t test, Cohen’s d, SEM and regression. Results indicate that the brand negative publicity produce negative spill-over effects will influence the brand equity of team parent company’s brand, endorse brand, alike team player and respective team. As for the fans in social network, the serious degree of negative publicity will cause the lower brand equity of endorsed brand.