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Guilty by Association: The Perils of Celebrity Endorsement for Endorsed Brands and their Direct Competitors
Author(s) -
Carrillat François A.,
d'Astous Alain,
Christianis Haralambos
Publication year - 2014
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20750
Subject(s) - competitor analysis , psychology , advertising , context (archaeology) , product (mathematics) , association (psychology) , social psychology , marketing , business , paleontology , geometry , mathematics , psychotherapist , biology
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.