Research on the Influence of Negative Information of Brand Spokesmen on Brand Attitude

Abstract

Celebrity endorsement is a marketing strategy commonly adopted by enterprises at present. Brand spokesmen can bring rich profit returns to enterprises, but risk is often associated with interests. In recent years, the negative events of brand spokesmen frequently exposed to the media. These negative events not only make effect on the celebrities themselves, but also bring unpredictable risk to the products or brands endorsed by the celebrities. This paper studies the relationship between the brand attitude and negative information of brand ambassador from the perspectives of perceived risk and brand trust, and puts forward some suggestions for enterprises to deal with celebrity endorsement crisis.

Keywords: Brand Ambassador Negative Information, Perceived Risk, Brand Attitude, Brand Trust

DOI: 10.7176/EJBM/11-21-17

Publication date:July 31^st 2019