| dc.description.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 | en_US |
