Brand Repair and Emotional Well-being: Maintaining the Psychological Contract after Small and Medium-Sized Sporting Event Crises
Xuedou Yu, Guanghui Han, Bo Song, Hui XieAbstract
Objective
This study investigates the relationship between brand repair strategies and the maintenance of the psychological contract concerning emotional well-being among stakeholders following operational risks in small and medium-sized sporting events. It aims to understand how post-crisis communication and restorative actions affect mental health perceptions and trust.
Subjects and Methods
A mixed-methods approach was used, focusing on 380 stakeholders (attendees, local residents, volunteers) affected by operational failures at three distinct sporting events. Data collection involved surveys measuring perceived brand trust, psychological contract violation, emotional distress (using the Kessler Psychological Distress Scale), and mental well-being. Semi-structured interviews with 25 organizers provided qualitative insights. Data analysis employed correlation studies and thematic analysis to link specific repair actions with psychological outcomes.
Results
Transparent and empathetic post-crisis communication was significantly correlated with a 45% faster recovery in stakeholder-reported mental well-being (p < 0.01). Symbolic reparations (e.g., community meetings, revised safety protocols) were 35% more effective than financial compensation alone in repairing the psychological contract concerning safety and care. Events neglecting this emotional dimension saw a sustained 30% increase in anxiety levels regarding future participation. The perceived sincerity of the apology was the strongest predictor of restored trust (β = 0.68).
Conclusions
Effective brand repair after an operational crisis is fundamentally intertwined with addressing the broken psychological contract related to collective safety and emotional well-being. Proactively managing stakeholders' mental health concerns is not only critical for trust restoration but also a strategic necessity for the sustainable recovery of community-based sporting events.
Acknowledgement
Project Topic of Sports Science and Technology Research Program of Hebei Provincial Sports Bureau: "The Mechanism of Rural Sports in Rural Revitalization" (2025QT23).
Corresponding Author
Guanghui Han, Hebei University of Engineering, Handan, 056038, Hebei, China.