RT Journal Article
SR Electronic
T1 For Better, for Worse?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 15
OP 30
DO 10.2501/JAR-53-1-015-030
VO 53
IS 1
A1 François A. Carrillat
A1 Alain D'astous
A1 Josianne Lazure
YR 2013
UL http://www.journalofadvertisingresearch.com/content/53/1/15.abstract
AB This experimental study examined what is the optimal decision for a company whose brand is endorsed by a celebrity immersed in a scandal (revoking versus continuing the endorsement) as a function of brand/endorser fit (congruence versus incongruence) and of the veracity of the negative event created by the celebrity's reaction (denying versus admitting the facts). In the case of congruence, revoking the endorsement is suboptimal with respect to brand attitude and purchase intention. Furthermore, denying lowered the endorser's trustworthiness which, in turn, hampered attitude and intention. Managerial and theoretical implications, as well as directions for further research, were also considered.