Alex McLeish believes the behaviour of three Aston Villa players involved in an incident at a nightclub this week is a 'slur on the club'.
Fabian Delph, Chris Herd and James Collins have been disciplined by the club for their part in a nightclub fracas during the early hours of Tuesday morning which followed Villa's annual awards dinner.
All three of the players have released statements apologising for their actions.
But Villa boss McLeish remains angry about the unwelcome attention it has brought at a time the club is still trying to avoid relegation from the Premier League.
He said: "It's a slur on the club. I feel for (club owner) Randy Lerner and the fans of Aston Villa Football Club but the players need to show some respect for themselves and the football club."
The three players were fined for their conduct, although it is understood 22-year-old Delph was treated more leniently after acting as a peacemaker in the incident.
McLeish added: "We knew about it on Tuesday and some players broke the rules so we acted very swiftly on Tuesday. We're very disappointed.
"We won't tolerate that kind of behaviour."
Although Delph is injured, Herd and Collins will be available for Sunday's home game against Tottenham.
McLeish added: "If selected I think the most important thing is that they've been punished. They've shown a bit of humility which is the least we can expect.
"It happens at every club. It happens at even the top clubs. It's the culture of one pint too many.
"I think it reflects badly on Randy Lerner, the club, myself and most importantly the players themselves.
"They owe us. They have to give us a performance that we will be proud of."
McLeish himself was involved in a fracas when in charge at Birmingham following their end-of-season party last season.
But when asked if he had a specific difficulty dealing with these matters, the Scot said: "If I was to say it reflected badly on us I think 20 other clubs would be saying the same thing.
"It doesn't matter how old you are or how young you are. They have to have responsibility and we're still getting these kind of incidents week-in and week-out.
"I'm not going to tolerate it. I'm not going tolerate that type of behaviour.
"I don't know if it's an education issue but if they step over the line they will be dealt with every time.
"It's even worse now with the social network, people with camera phones.
"I'm afraid there's no chance of you becoming invisible when you have one pint too many."