This experimental study examined what is the optimal decision for a company whose brand is endorsed by a celebrity immersed in a scandal (revoking versus continuing the endorsement) as a function of brand/endorser fit (congruence versus incongruence) and of the veracity of the negative event created by the celebrity’s reaction (denying versus admitting the facts).
For Better, for Worse? What to Do when Celebrity Endorsements Go Bad
François A. Carrillat, Alain d’Astous and Josianne Lazure
- Attitude toward the brand's products is more positive and purchase intentions are higher when the
athlete admits rather than denies a positive doping test result.