You are here

LGB Sponsorship Stigma

Title: LGB Sponsorship Stigma: An Athlete's Sexuality and Its Effect on Their Endorsement Effectiveness.
Name(s): Pereira, Benjamin R. (Benjamin Rudy), author
James, Jeffrey D., professor directing thesis
Du, James, committee member
Kim, Amy C. H., committee member
Florida State University, degree granting institution
College of Education, degree granting college
Department of Sport Management, degree granting department
Type of Resource: text
Genre: Text
Master Thesis
Issuance: monographic
Date Issued: 2018
Publisher: Florida State University
Place of Publication: Tallahassee, Florida
Physical Form: computer
online resource
Extent: 1 online resource (98 pages)
Language(s): English
Abstract/Description: In 2018 we continue to live in a divisive society, including divisions across racial and gender boundaries and among those with different sexual orientations. Athletes today, partially as a result of the pervasiveness of social media, are choosing to be more visible, and share more of their personal lives, many times in an effort to use sport as a platform for change. This study investigated whether athletes’ personal lives, particularly their sexual orientation, effects their ability to serve as a brand endorser. Historically, Lesbian-Gay-Bisexual-Transgender-Queer (LGBTQ) athletes have chosen to refrain from discussing their sexual orientation. LGBTQ athletes from across the spectrum, both out and closeted, have expressed that a main reason for not “coming out” at all, or coming out after gaining a level of celebrity, typically post retirement from their sport, is a fear of losing endorsements and/or sponsorship deals. Data was collected from a group of students (n=217) from a large public university in the Southeastern United States. A 2 (Male/Female) x 2 (Heterosexual/Homosexual Athlete) between-subjects experimental design was used to examine perceptions of endorser fit, attitudes and purchase intentions. The results signaled that public knowledge of an athlete’s sexuality does not have a significant effect on the athlete’s ability to serve as a brand endorser, in the context of attitude towards the endorser, brand, product, and purchase intent.
Identifier: 2018_Su_Pereira_fsu_0071N_14805 (IID)
Submitted Note: A Thesis submitted to the Department of Sport Management in partial fulfillment of the requirements for the degree of Master of Science.
Degree Awarded: Summer Semester 2018.
Date of Defense: July 23, 2018.
Keywords: Cause Related Marketing, Consumer Behavior, Endorsements, LGBTQ Studies, Marketing, Sponsorship
Bibliography Note: Includes bibliographical references.
Advisory Committee: Jeffrey James, Professor Directing Thesis; James W. Du, Committee Member; Amy Chan Hyung Kim, Committee Member.
Subject(s): Education
Persistent Link to This Record:
Owner Institution: FSU

Choose the citation style.
Pereira, B. R. (B. R. ). (2018). LGB Sponsorship Stigma: An Athlete's Sexuality and Its Effect on Their Endorsement Effectiveness. Retrieved from