This research sheds new lights in the online marketing literature and social media marketing practice.This dissertation thesis is about brands and the value they provide to their firms.
Violations of these expectations can have severe consequences, as many firms are discovering.
Within these analyses, efforts were made to account for a team's history of success as well as differences that may occur by league.
Results support the notion that sport managers should approach their teams as brands.
Paper I examines the impact of product-harm and corporate social irresponsibility crises on consumer brand attention and brand strength.
It also reveals the role of firm- and crisis-specific moderators that attenuate or amplify the effect of crises on brands.