Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?

By R. Money, Terence A. Shimp, Tomoaki Sakano. Journal of Advertising Research, 2006

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Celebrity endorsements: a literature review and research agenda (2016, background): “…evaluations of brands endorsed by the celebrity (e.g., Bailey 2007; Edwards and La Ferle 2009; Fong and Wyer 2012; Till and Shimp 1998; Um 2013; White, Goddard, and Wilbur 2009), although there are studies that have failed to demonstrate a negative effect (e.g., Money, Shimp, and Sakano 2006).”
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, background): “Following Money, Shimp, and Sakano (2006), an instance was provided on the questionnaire to allow respondents to imagine what they would do in situations where a celebrity endorser is engrossed in negative publicity.”
Celebrity endorsement, brand credibility and brand equity (2011, background): “, 2001; Till and Shimp, 1998) or be accepted (Money et al., 2006).”