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The perceived evaluation effects of the brand scandal at the consumer on the star spokespeople |
He Liu |
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Abstract The ever-increasing brand scandals not only damage the images of the products, but also undermine the interests of the star spokespersons and the advertising agencies. This research probes into the perceived evaluation effects of brand scandals on the star spokespersons by means of two experiments. It shows that the brand scandal will damage the image of the product and have negative spillover effects on the star spokespersons; the negative spillover effects vary according to the types of the brand scandals. The negative spillover effect of the brand scandal in terms of abilities is greater than that of the scandal in terms of moral value under the context of slight fault of star spokespersons; there is no difference in the negative spillover effect under the context of tremendous fault of star spokespersons. The results are important to the brand protection and management as well as the endorsement management.
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Received: 02 November 2009
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Corresponding Authors:
He Liu
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