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Guilty by Association: The Perils of Celebrity Endorsement for Endorsed Brands and their Direct Competitors

François Anthony Carrillat · Alain d’Astous · Haralambos Christianis

79 citations0/0 files storedPsychology and Marketing

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Corporate Identity and Reputation

Abstract

ABSTRACT The objective of the research presented in this article is to examine the possibility that the adverse effects on consumer brand attitudes engendered by the involvement of a celebrity endorser in a negative event may spill over brands of the same product category (i.e., competitors). The results of an experimental study with 165 adult consumers showed that a scandal involving an athlete endorser had a negative impact not only on the attitude toward the endorsed brand, but also on the attitude toward competitor brands. This suggests that brands strongly associated with one sport may be vulnerable in the context of a scandal falling upon a celebrity athlete endorsing one of their direct competitors.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1981Attitudes and Persuasion: Classic and Contemporary Approaches 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1999Celebrity Endorsement: A Literature Review 2004When Good Brands Do Bad 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase

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