Document Type
Article
Publication Date
7-2022
Publication Title
Psychology and Marketing
Volume
39
Issue
7
Pages
1385-1397
Publisher Name
Wiley
Abstract
We often hear about a brand dropping a celebrity after the endorser has negative publicity. However, endorsers are not the only ones who are responsible for negative news; many brands also generate negative publicity as well. The growing frequency of brand crises and the demonstrated relationship between brand‐ and endorser‐reputation begs the question: What impact might a severe brand crisis have on a celebrity endorser's reputation and endorsement portfolio? Study 1 finds that negative publicity only impacts the brand's moral reputation if internal locus attributions are made. In turn, moral reputation positively impacts attitudes toward the brand, endorser, and other brands in their endorsement portfolio. Next, Study 2 discovers that endorsers may be perceived to have greater authenticity, leading to more favorable consumer attitudes, if they “drop” the offending brand. Finally, Study 3 finds that “dropping” the offending brand can mitigate negative spillover effects on attitudes toward bystander brands.
Recommended Citation
Johnson, Clark D.; Bauer, Brittney C.; and Arnold, Mark J.. The Effect of Brand Crises on Endorser Reputation and Endorsement Portfolios. Psychology and Marketing, 39, 7: 1385-1397, 2022. Retrieved from Loyola eCommons, School of Business: Faculty Publications and Other Works, http://dx.doi.org/10.1002/mar.21660
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Copyright Statement
© Wiley Periodicals LLC, 2022.
Comments
Author Posting © Wiley Periodicals LLC, 2022. This is the author's version of the work. It is posted here by permission of Wiley for personal use, not for redistribution. The definitive version was published in Psychology and Marketing, VOL. 39, ISS.7, July 2022. https://doi.org/10.1002/mar.21660