The Effects of Negative Information of Endorser on Product Attitude, Purchase Intention and Spokesperson Credibility

• Main Authors: Kuo, Yu-Chen, 郭育甄
• Other Authors: Hwang, Jen-Hung
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/99041841887251231201

碩士 === 國立交通大學 === 管理科學系所 === 103 === The use of celebrity endorsers has become one of the most prevalent marketing tools in marketing. The current popularity of celebrity endorsements can be attributed to the numerous benefits companies have seen by utilizing this form of advertisement. For instance, celebrity endorsers have the ability to catch audiences’ attention easily and improve brand exposure. While these benefits are appealing to all companies, it is not without risks. The potential risks of celebrity endorsement like negative publicity on celebrities could not only destroy the image of the celebrities, but also impact the brand. The research of positive information about a celebrity endorser has been widely conducted, current literature abounds in studies that examine such endorser characteristics as match up, congruency and effectiveness. However, little research has been devoted to the negative information of a celebrity endorser. A scenario-based experiment was used to test the conceptual model. This research investigates the effects of endorser on product attitude, purchase intention and spokesperson credibility under different negative information. Furthermore, adding sex and attribution theory as moderator to investigate the implications. Author attempts to give comprehensive results as follow, first, consumers are generally given a negative evaluation when celebrity endorsements occur the moral perception of negative events. Second, women give a more negative feedback than men when celebrity endorsements have extramarital sex. Third, if the negative information is hyped up by the media, celebrity endorsements would sympathize with consumers in his affair and consumers would give him positive evaluations.