There are a number of factors affecting consumers' purchase behavior. It is believed that celebrities can affect companies' sale positively or negatively by transferring their image to the endorsed brand product. Regardless of positive effects, scandal, transgression, and any kind of misbehaviors may destroy sponsor companies' economics. The present paper mainly aimed to explore the effect of doping phenomenon on sport marketing. Qualitative data collecting from eighteen in-depth interviews with undergraduate students of the college of physical education and sport sciences of Islamic Azad University-Central Tehran Branch (IAUCTB) were analyzed in three phases: open coding, axial coding, and ive coding. 297 open codes were achieved by 18 interviews. Grouping and comparing axial codes in each case, all identified codes were divided in five groups: brand image (athlete and endorsed product brands images), moral reasoning (moral coupling, moral decoupling, and moral rationalization), consumer behavioral consequences (word of mouth, purchase intention, and brand loyalty), attitude change (attitudes change toward athlete and brand), and moral emotions (moral evaluation, contempt, anger, disgust, and sympathy). The proposed qualitative model for the effect of doping phenomenon on sport marketing in Iran illustrated that moral emotions and product brand image affected by the doped athlete brand image and it resulted in attitudes change toward endorser athlete and endorsed brand and negative consumer behavioral consequences, however, moral reasoning strategies emerged by cognitive dissonance might protect consumers behavior from negative effects.