How Do Moral Values and Crisis Response Strategies Influence Individuals’ Evaluations and Support of Sports Organizations Post-Crisis?

Abstract

This study examines how the moral values individuals possess and organizational crisis response strategies influence sports organizations. It showed that two moral foundations (fairness and purity/sanctity) had positive effects on moral outrage while care had a negative effect. When predicting team reputation, only one moral foundation (care) had a positive effect while the crisis response strategy had no effect. Furthermore, reputation had a positive effect on support intention, while both moral outrage and crisis response strategies had no effect. Implications were provided on what factors could function as effective buffers to prevent potential damages.