Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?

This research involves a comparative study conducted in the United States and Japan to investigate whether the form of negative information about a celebrity (other- or self-oriented) results in differential evaluations of the brand endorsed by the celebrity.

Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?

R. Bruce MoneyMarriott School of Management, Brigham Young UniversityTerence A. ShimpMoore School of Business, University of South CarolinaTomoaki SakanoSchool...