The Impact Mechanism of Sports Scandals on Consumer Brand Attitudes: A Study Based on the Affective Arousal Theory

DOI: https://doi.org/10.62517/jbm.202509609

Author(s)

Siqi Tan

Affiliation(s)

School of Civil Engineering and Architecture, Xiamen University of Technology, Major in Engineering Mechanics, Xiamen, Fujian, China *Corresponding Author

Abstract

This paper, based on the theory of emotional arousal and with brand image as a mediating variable, constructs a theoretical model of the impact of sports scandals on consumer brand attitudes. It collects 212 valid data through questionnaires and conducts empirical research using regression analysis and the Bootstrap method for mediating effect testing. The results show that: (1) Sports scandals have significant negative impacts on both brand image (β=0.687, p<0.001) and brand attitude (β=0.712, p<0.001); (2) Brand image has a significant positive effect on brand attitude (β=0.760, p<0.001); (3) Brand image plays a partial mediating role between sports scandals and brand attitude, with an indirect effect value of 0.4299 (the Bootstrap 95% confidence interval is [0.2839, 0.5659]). The study further reveals that emotional arousal influences consumer brand attitudes through both a “direct path” (negative emotions → brand attitude) and an “indirect path” (negative emotions → brand image → brand attitude). It also finds that individual differences, such as the level of attention to sports, moderate the intensity of emotional arousal. This research provides theoretical basis and practical insights for brand owners in managing the risks of sports endorsers, dealing with crises, and repairing brand images.

Keywords

Sports Scandals; Brand Image; Brand Attitude; Affective Arousal Theory

References

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