Guilty by Association: The Perils of Celebrity Endorsement for Endorsed Brands and their Direct Competitors
Guilty by Association: The Perils of Celebrity Endorsement for Endorsed Brands and their Direct Competitors
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关联罪：名人代言对代言品牌及其直接竞争对手的危险
DOI：
10.1002/mar.20750
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发表时间：
2014
影响因子：
6.7
通讯作者：
Haralambos Christianis
中科院分区：
文献类型：
--
作者：
François A. Carrillat;A. d’Astous;Haralambos Christianis
本文提出的研究的目的是研究名人代言人参与负面事件对消费者品牌态度产生不利影响的可能性，这种影响可能会波及同一产品类别的品牌（即，竞争对手）。对165名成年消费者进行的实验研究结果表明，涉及运动员代言人的丑闻不仅会对代言品牌的态度产生负面影响，还会对竞争对手品牌的态度产生负面影响。这表明，与一项运动密切相关的品牌可能会在名人运动员代言其直接竞争对手的丑闻中受到影响。
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.