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The Impact of Negative Events on the Public Trust of Sports Star

Author: XiaoZuo
Tutor: ShenJia
School: Shanghai Institute of Physical Education
Course: Humane and Sociological Science of Sports
Keywords: sports stars public trust negative events crisis public relations
CLC: G80-05
Type: Master's thesis
Year: 2013
Downloads: 87
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Abstract


At present, the sports industry has become the world’s most active, the most growthpotential of the industry,sports sponsorship as an important part of sports industry,itsdevelopment speed is to be reckoned with.This article from the perspective of star agent team, the sports star endorsementsof negative events to its public trust will produce what effect, how these effects canbe.This is a very worth studying problem, it is about how to help the stars crisis publicrelations, make star sponsorship enterprise win, what star in the face of negativeevents of crisis coping strategies are studied and discussed in this paper, we studyprocess to the problem.In this paper, we using the literature data, experiment, interview, mathematicalstatistics, case studies and other research methods to analyze and draw threeconclusions finally.These conclusions in this article comprehensive given some coping strategies, Ihope to give some advice and help of sports stars and its team of brokers. Using acombination of experimental and questionnaire method, some innovative researchmethods and try, so many of the problems encountered in the course of the study andthe experimental design process. Some can be read through a lot of literature to find asolution, some of the problems, but only through the previous lessons learned andconsulting experts in related fields and teachers, then try to find the best solution, butthe humanities and sociology experiment involved too many uncontrollable factors,like natural science can create the absolute science experiment environment, the erroris reduced to a minimum, so I can only strive to improve the experimental conditionsand details, as much as possible the experimental design more comprehensive,although so there are still some limitations. In summary, this study as an exploratorystudy, comments and suggestions can be given to be more practical to prove andperfect.

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CLC: > Culture, science,education, sports > Sports > Sports theory > The relationship between sports and other disciplines
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