Consumer Response to a Firm's Endorser (Dis) Association Decisions

By T. Louie, Carl Obermiller. 2002

173 citations recorded by the source corpus.

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Celebrity endorsement, brand credibility and brand equity (2011, background): “Negative information can also show humanity of the celebrities (Louie and Obermiller, 2002) or be viewed as uncontrollable (Miciak and Shanklin, 1994).”
To Catch a Tiger or Let Him Go: The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands (2009, unknown): “Celebrities also may prove ineffective when negative press about the celebrity occurs that tarnishes their image and subsequently damages the image of the associated brand (Louie & Obermiller, 2002; Till & Shimp, 1998).”
Celebrity endorsements: a literature review and research agenda (2016, background): “Results in studies by Louie and Obermiller (2002) and Um (2013) show that attribution of responsibility moderates the negative effect of transgressions: if the celebrity is blamed for the transgression there is a negative effect on the brand.”