KOREASCHOLAR

This study represents the first attempt to investigate how consumers expect sport management to respond to sport celebrity transgressions, while still protecting their corporate social responsibility. Consumer responses were resourced from online forum sites and the investigation noted that consumers expect sport management to respond to sport celebrity transgressions in several ways. Findings indicated that consumers noted specific sport celebrity transgression responses: 1) suspension; 2) apology; 3) fine; and 3) develop educational programmes for sport celebrities. Additionally, consumers indicated that these response strategies should be consistent and uniform through all types of sport.

• Anne-Marie Sassenberg(University of Southern Queensland, Australia)