A Two-Way Street: Examining the Impact of Brand Transgressions on Consumers’ Perceptions of Celebrity Endorsers
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 814-814.
Veronica Thomas, Towson University, USA
Kendra Fowler, Youngstown State University, USA
NA - Advances in Consumer Research Volume 42 | 2014
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