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Are celebrities mediators for negative spillover? An empirical study
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The aim of this research is to investigate if a celebrity can be a mediator between two
brands so that a negative event happening to one brand can spill over to a completely
unrelated brand, which shares with the first brand only the celebrity endorser. Even
though celebrity endorsement is a popular marketing strategy and celebrities often
endorse multiple brands, so far there has not been any systematic study on this topic.
Drawing on Associative Network Theory and the Meaning Transfer Model as
theoretical framework, this research finds out that negative publicity about a brand can
spill over and thereby not only hurt consumers’ attitude toward the celebrity endorser
but also toward a second brand that is endorsed by the same celebrity. An unexpected
finding is that celebrities can act as a protective shield for brands by weakening the
direct impact of negative publicity.
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Palavras-chave
Celebrity endorsement Negative spillover Negative publicity Meaning transfer model Associative network theory