« Terug naar overzicht

Cheating on your partner of cheating on your sport: does it make a difference?

In today’s highly competitive and dynamic environment, companies are trying to find ways to break through the clutter and influence the consumers’ brand choice and brand attitude. The use of celebrities in advertising, called celebrity endorsement, is a greatly used tool to positively influence the endorsed brand. But using celebrities in adverting is not without risks. When celebrity endorsers are behaving scandalous, this can negatively influence the brand as is confirmed by previous research. Scandalous behavior of celebrity endorsers can therefore be a serious concern for companies. Therefore, this research focuses on the negative influence of scandalous behavior of celebrity endorsers on the consumers’ evaluation of the celebrity endorser and the brand. Specifically, this research examines the differential effect of the nature of the scandal and makes a distinction between two types of scandals: profession related (e.g. using performance enhancing drugs) and personal related scandals (e.g. a sexual affair). Results indicate that scandalous behavior of celebrity endorsers resulted in a lower overall attitude towards the celebrity and lower levels of attractiveness and trustworthiness. The expertise dimension was not negatively influenced. Further, no significant differences between the negative influence of the profession related and personal scandal were found. So the nature of the scandal did not influence the consumers’ evaluation of the celebrity. 

Uitgever(s): Universiteit van Amsterdam,

Download(s)

Cheating on your partner of cheating on your sport: does it make a difference?

Download PDF

---

Auteur(s)

Klik op de auteur meer artikelen te zoeken van deze auteur.

Kim van der Horst

---

Tags van dit artikel

Klik op de tag meer artikelen te zoeken met deze tag.

attitude
marketing
media
scripties
sport (algemeen)

---