A Two-Way Street: Examining the Impact of Brand Transgressions on Consumers’ Perceptions of Celebrity Endorsers

Veronica Thomas, Towson University, USA
Kendra Fowler, Youngstown State University, USA
The purpose of this study is to examine the impact that a brand transgression has on consumers’ perceptions of the celebrity that is endorsing the brand and how this effect is impacted by a consumer’s pre-existing connection to the celebrity.
[ to cite ]:
Veronica Thomas and Kendra Fowler (2014) ,"A Two-Way Street: Examining the Impact of Brand Transgressions on Consumers’ Perceptions of Celebrity Endorsers ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 814-814.