Effects of doping behaviour on brand image in Australian sport

This research explores the effects of athletes' doping behaviour on brand image in Australian sport. It aims to determine the effects of athletes’ doping behaviour on the brand of an athlete endorser and the organisation that they are formally associated with when they are caught using banned performance-enhancing substances. It will also investigate whether consumers' involvement in sport alters those effects and whether the actions taken by a firm when an athlete endorser dopes will alter the flow on effects onto the firm's brand. Given the high profile instances of doping in sport in recent times and the limited literature on the branding implications of such behaviour, this research is highly relevant and timely.8 page(s