Guilty by Association: The Perils of Celebrity Endorsement for Endorsed Brands and their Direct Competitors

Carrillat, FA; d'Astous, A; Christianis, H

Guilty by Association: The Perils of Celebrity Endorsement for Endorsed Brands and their Direct Competitors

Carrillat, FA

d'Astous, A Christianis, H

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Publication Type:: Journal Article
Citation:: Psychology and Marketing, 2014, 31 (11), pp. 1024 - 1039
Issue Date:: 2014-01-01

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Field	Value	Language
dc.contributor.author	Carrillat, FA https://orcid.org/0000-0001-6188-1372	en_US
dc.contributor.author	d'Astous, A	en_US
dc.contributor.author	Christianis, H	en_US
dc.date.issued	2014-01-01	en_US
dc.identifier.citation	Psychology and Marketing, 2014, 31 (11), pp. 1024 - 1039	en_US
dc.identifier.issn	0742-6046	en_US
dc.identifier.uri	http://hdl.handle.net/10453/30376
dc.description.abstract	© 2014 Wiley Periodicals, Inc. The objective of the research presented in this article is to examine the possibility that the adverse effects on consumer brand attitudes engendered by the involvement of a celebrity endorser in a negative event may spill over brands of the same product category (i.e., competitors). The results of an experimental study with 165 adult consumers showed that a scandal involving an athlete endorser had a negative impact not only on the attitude toward the endorsed brand, but also on the attitude toward competitor brands. This suggests that brands strongly associated with one sport may be vulnerable in the context of a scandal falling upon a celebrity athlete endorsing one of their direct competitors.	en_US
dc.relation.ispartof	Psychology and Marketing	en_US
dc.relation.isbasedon	10.1002/mar.20750	en_US
dc.subject.classification	Marketing	en_US
dc.title	Guilty by Association: The Perils of Celebrity Endorsement for Endorsed Brands and their Direct Competitors	en_US
dc.type	Journal Article
utslib.citation.volume	11	en_US
utslib.citation.volume	31	en_US
utslib.for	1505 Marketing	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
utslib.for	17 Psychology and Cognitive Sciences	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	11	en_US
pubs.publication-status	Published	en_US
pubs.volume	31	en_US

Abstract:

© 2014 Wiley Periodicals, Inc. The objective of the research presented in this article is to examine the possibility that the adverse effects on consumer brand attitudes engendered by the involvement of a celebrity endorser in a negative event may spill over brands of the same product category (i.e., competitors). The results of an experimental study with 165 adult consumers showed that a scandal involving an athlete endorser had a negative impact not only on the attitude toward the endorsed brand, but also on the attitude toward competitor brands. This suggests that brands strongly associated with one sport may be vulnerable in the context of a scandal falling upon a celebrity athlete endorsing one of their direct competitors.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/30376