Employer branding has recently begun to attract attention in sport management to explain unique branding efforts by sports leagues. Although previous research has discussed its effectiveness in athlete recruitment and retention, little is known about how employer branding affects consumers. In this study, we conceptualized a sports league’s employer branding as a psychological contract between the league and athletes and examined how consumers react to the formation and breach of such a contract. Our experimental studies suggested that sports leagues can improve their credibility and...Read more
