Negative Celebrity Publicity Influencing On Consumers' Attitude Toward The Celebrity And The Endorsed Brand: The Case Of Vietnamese Generation Z

Abstract

Purpose – This research aims to investigate consumers' perceptions of celebrities and brands when negative publicity involving the celebrities arises. Literature review – Prior research on celebrity endorsement, negative celebrity publicity and its effects, attribution theory, associative learning theory, the moral judging process, brand commitment, and the match-up effect has been thoroughly reviewed to obtain a thorough comprehension of the topic. Design/methodology/approach – Using convenience and snowball sampling techniques, an online survey was sent to 329 Vietnamese respondents in total. Out of these, 310 responses were deemed valid for further analysis. Findings – This research has found the significant impact of locus of attribution on consumers' perception of celebrities, and consequently brands, with the moral reputation as a mediator. Perceived societal damage moderates the influence on perceived moral standing of celebrity, while brand commitment moderates the relationship between consumers' reactions to the celebrity and the brand. Research conclusions/recommendations/limitations – This research also offers conclusions and recommendations for both celebrities and brands. Additionally, limitations are identified and emphasized for consideration in future studies. Originality/Value – Not only does this study advance our knowledge of this subject within Vietnam but also offers valuable guidance for celebrities and brands on navigating challenges arising from negative information. Keywords – Celebrity endorsement, Negative celebrity publicity, Locus of attribution, Moral reputation, Attitude toward celebrity, Attitude toward brand, Brand commitment, Perceived societal damage Paper type – Research paper