Measuring model of consumer’s moral reasoning in sport marketing: a scale development
DOI:
https://doi.org/10.5585/podium.v10i3.17182Keywords:
Factor analysis, Marketing, Moral reasoning, SportAbstract
Objective of the study: The main goal of the present research was standardization of a model for measuring the amount of consumer moral reasoning in the face of moral scandal of sports celebrities.
Methodology: The participants of this research were all undergraduate students of physical education and sports sciences in universities of Iran, and a mixed method approach containing interviews with open questions as the qualitative phase and then confirmatory factor analysis as the quantitative phase were used to determine the validity of the research tools.
Originality: Endorser athlete’s offenses are considered immoral. In view of moral psychology, moral feelings occur directly and automatically and moral reasoning is sought to create moral reasons. Moral reasoning is a situation in which individuals tend to choose information in the face of phenomena and try to get their moral result.
Main resuls: The findings showed that the validity and reliability of the measuring model, adapted to the qualitative findings, received acceptable values in comparison with reported values in other studies. The measuring model of moral reasoning components in the standard estimation, significant coefficients and obtained parameters from model showed good fit of the model.
Methodological contributions: The present study was limited to doping violation of endorser athletes and it is necessary that other violations that lead to negative propaganda and affect consumer moral reasoning, as an interesting study subject be considered by other researchers.
Managemnet contributions: Due to the often negative view toward doped athlete prior to moral reasoning, it is suggested that endorsement contracts be more stringent by companies and it seems more sensible to use celebrities from sports where the number of their positive doping tests is lower and there is little chance of such a violation. Ultimately considering the different perceptions of the sports community and the general population about doping or any violation, the study of the differences can be of interest to future researchers.
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