Celebrity Scandal Fallout: How Attribution Style Can Protect the Sponsor

Um, Nam-Hyun

doi:10.1002/mar.20625

Cited by 78 publications

(124 citation statements)

References 52 publications

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“…It is documented that the perceiver characteristics of attribution styles, celebrity identification, brand commitment, and personal involvement moderate the negative impacts of scandals on brand evaluations [33,44,45]. Scandals are more influential on perceivers who make dispositional (vs. situational) attributions and are low in brand commitment and celebrity identification.…”

Section: The Impacts Of Perceiver Characteristics On Brand Evaluationsmentioning

confidence: 99%

The Impacts of Moral Character in Celebrity Endorsement

W¹

2017

J Hotel Bus Manage

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This research consists of two experimental studies investigating the dominance of moral character on athlete endorser perception and the influence of perceiver characteristics on tarnished athlete endorser perception and brand evaluations. Perceiver characteristics are discussed from the perspectives of dispositional tendency, innate moral intuitions and self-location. The first study compared the dominance of moral character and warmth on endorser perception. The second study examined the impact of perceiver characteristics on tarnished athlete endorsers and brand evaluations. The findings reveal that moral character is more influential than warmth on endorser evaluations. Tarnished athlete endorsers with immoral character exert more negative influence than tarnished endorsers with coldness character on brand evaluations. Innate moral intuitions and self-location moderate brand evaluations. Highmorality consumers and heart-locators are more vulnerable than low-morality and brain-locators to the brands endorsed by tarnished endorsers, respectively.

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Section: The Impacts Of Perceiver Characteristics On Brand Evaluationsmentioning

confidence: 99%

The Impacts of Moral Character in Celebrity Endorsement

W¹

2017

J Hotel Bus Manage

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“…It is documented that the perceiver characteristics of attribution styles, celebrity identification, brand commitment, and personal involvement moderate the negative impacts of scandals on brand evaluations (Ahluwalia et al, 2000;Thwaites et al, 2012;Um, 2013). Scandals are more influential on perceivers who make dispositional (vs. situational) attributions and are low in brand commitment and celebrity identification.…”

Section: The Impacts Of Perceiver Characteristics On Brand Evaluationsmentioning

confidence: 99%

Moral character effects in endorser perception

Chang

2017

Management &Amp; Marketing

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“…They may even damage a brand, if consumers learn that an existing endorser has committed a transgression (Um, 2013). These contrasting results demonstrate how celebrity endorsement is complex and can be influenced by several variables.…”

Section: Introductionmentioning

confidence: 95%

The effectiveness of celebrity endorsement in aspiring new celebrities

Freire

Quevedo-Silva

Senise

et al. 2018

RAUSP

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Purpose Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity. Design/methodology/approach Four studies involving 664 respondents were conducted to analyze the effectiveness of the endorsement. In addition to verifying the existence of the effect (Study 1), studies were conducted focusing on contextual variables with the potential to modify effect. Study 2 analyzes the brand and charisma effects, Study 3 analyzes the congruence between celebrities and Study 4 analyzes the exposure level of the endorser celebrity. Findings The results demonstrate the effectiveness of this celebrity endorsement, as well as the effect of different contexts on endorsement, demonstrating that although new celebrities are less affected by acclaimed celebrities, as they become better known, to use the endorsement of celebrities with charisma and who relating in some way to the aspiring celebrity, can be an effective strategy, especially for the beginners in the career. Originality/value This research contributes to the knowledge of celebrity endorsement to fill the lack pointed out in previous studies in the field over the effectiveness of this effect and, above all, the moderator variables that can influence or even annul this effect. In addition, by developing its own image and reputation, the aspiring new celebrity receives less influence from the endorser.

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Celebrity Scandal Fallout: How Attribution Style Can Protect the Sponsor

Cited by 78 publications

References 52 publications

The Impacts of Moral Character in Celebrity Endorsement

The Impacts of Moral Character in Celebrity Endorsement

Moral character effects in endorser perception

The effectiveness of celebrity endorsement in aspiring new celebrities

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