How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation

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The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, methodology): “Further, the extent to which themoral reputation of the celebrity is hit by negative publicity could have an effect on the products they endorse (Zhou & Whitla, 2013).”
Making and breaking relationships on social media: the impacts of brand and influencer betrayals (2021, background): “…have examined the influence of negative celebrity information on brands (e.g., Carrillat et al., 2014; Kelly et al. 2016; Till and Shimp 1998; Zhou and Whitla 2013), little research has been carried out on how influencer betrayals affect endorsed brands and, conversely, how brand betrayals…”
Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention? (2018, background): “An individual’s concern with moral norms of the target celebrity’s personal conduct has detrimental effects on celebrity endorsements (Zhou & Whitla, 2013).”