| Abstract: | This study examines three factors that influence consumers’ brand evaluation and purchase intention under negative celebrity information. The study is designed to investigate the effects of consumers’ perceived associative strength between celebrity endorser and brand, the role of congruence between a celebrity endorser's negative information and his/her endorsed brand, and the effects of consumers’ level of brand commitment. The study's findings suggest that congruence or “fit” between a celebrity endorser's negative information and an endorsed brand moderates a consumers’ evaluation of brand and purchase intentions. The study finds that a strong associative link between the brand and the celebrity endorser leads to lower brand evaluation as well as lower purchase intention. It also finds that consumers with a higher level of brand commitment are less likely to react negatively to a celebrity's bad publicity than are consumers with a lower level of brand commitment. Theoretical and practical implications are discussed. |
