Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation

Examining the effects of celebrity negative publicity on attitude to, and reputation of, brand and corporation, directly and based on moderating factors

“…However, associating a brand or corporation with a celebrity is not risk-free (Carrillat et al , 2014; Yoon and Shin, 2017; Lee et al , 2020; Huang, 2021). It is evident that celebrities can also cause significant damage to consumer attitudes, tarnishing the reputation of the brand or corporation that they endorse (Choi and Reid, 2015; Um and Kim, 2016; Hussain, 2021). Over the years, scandals that have made the headlines include the extramarital affair of Tiger Woods, the marijuana scandal involving swimming hero, Michael Phelps, domestic violence allegations against Ray Rice, illegal dog fighting involving Michael Vick, Lance Armstrong’s fixing regimen during his career, Madonna’s gyrating around a burning cross and Oscar Pistorius’s murdering his girlfriend (Choi and Reid, 2015).…”

“…They have found that negative information surrounding a celebrity endorser can have detrimental effects on consumers’ attitude towards brand and can decrease purchase intentions (Yoon and Shin, 2017). Little is known about the moderating effects of consumers’ differential attribution styles, brand commitments and levels of identification on the outcomes for the brand or corporation of negative publicity about their celebrity endorsers (Um, 2013; Um and Kim, 2016; Um, 2018; Hock and Raithel, 2019; Hussain, 2021). The results of previous studies have, however, suggested that consumers who show a high level of identification with the celebrity, a high commitment to the brand and external attributions have a positive effect on the celebrity (Um and Lee, 2015; Um and Kim, 2016; Hock and Raithel, 2019; Hussain, 2021).…”

“…There is also some weak anecdotal evidence suggesting that negative publicity about a celebrity has a direct effect on the reputation of the brand and corporation (Um, 2013; Erfgen et al , 2015). The literature vaguely suggests that when celebrity endorsers are involved in any negative publicity, the reputation of linked nodes is affected, creating, for example, heavy damage to the reputation of the brand or corporation (Till and Shimp, 1998; Spry et al , 2011; Erfgen et al , 2015; Lee et al , 2020; Hussain, 2021). Reputation indicates a value judgement about the attributes of a brand or firm (Nguyen and LeBlanc, 2001; Brammer and Millington, 2005; Walsh et al , 2009; Lee et al , 2020).…”

“…Most previous studies have focused on the effect of negative publicity about the celebrity endorser on brand attitude, but to the best of our knowledge, there has been no research studying the equivalent effects on attitude towards corporation, brand reputation and corporate reputation (Um, 2016; Hussain, 2021; Yi et al , 2021; Johnson et al , 2022). Therefore, the first objective of the present study is to examine the effects of negative publicity about the celebrity endorser on attitudes towards brands, attitudes towards corporations, brand reputations and corporate reputations.…”

“…The involvement of celebrities in negative publicity can also affect connected sources, such as the brand or corporation (Till and Shimp, 1998; White et al , 2009). These effects are higher when consumers are heavy users of social media than when they have a low level of use (Soh et al , 2009; Ahmed et al , 2019; Hussain, 2021). Consumers who are heavily involved in social media are more likely to notice negative information, which creates a higher level of negative beliefs in terms of attitudes towards, and reputation of the brand or corporation.…”