Differentiation versus Denial: Impact of Messaging About Player Transactions On Team Reputation, Ticket Sales, and Sports Channel Subscriptions

• In Event: Production Aesthetics and Criticism & Sports Divisions - Paper Presentations
  In Paper Competition: Sports Division - Research Presentations

Abstract

This study extends previous image repair research on events prompting sports fan dissatisfaction. Using the exemplar of the Chicago Cubs July 2021 “sell-off” of several prominent players, we found significant differences between a team statement which differentiated the sell-off from a team rebuild and a team statement which simply denied that the sell-off constituted a rebuild on intent to purchase tickets. We also found no significant difference between those messages on organizational reputation and intent to subscribe to a premium sports channel. This advances our understanding of the differentiation strategy within Image Restoration Theory (IRT).

Authors

• Joseph R. Blaney, Illinois State University

• Stephen Hunt, Illinois State University