United We Stand,Divided We Kneel: Examining Perceptions of the NFL Anthem Protest on Organizational Reputation

Abstract

During a 2016 National Football League (NFL) preseason game, former San Francisco 49er quarterback, Colin Kaepernick sat during the playing of the national anthem in protest of police brutality. His actions prompted national outrage: ultimately calling into question his national identity and patriotism towards the United States. The anthem protest continued throughout the 2016 and through the 2017 season. Consequently, the NFL decided to implement a national anthem policy to discipline players who continued to protest. Thus, this study examined individuals’ perceptions of the NFL’s crisis responsibility in handling the anthem protest and how it affected their reputation. Further, this study examined national identity and patriotism as mediators between crisis responsibility and organizational reputation. Results indicated that national identity did not serve as a mediator and that only one level of patriotism mediated the relationship. A discussion was also forwarded.

Keywords

situational crisis communication organizational reputation national identity patriotism NFL anthem protest

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