In this world, a brand can only go so
far depending on the contributions made to the brand’s image. In some cases,
publicity leads to the gateway of success and prosperous tactics. However, that
is not always the case for some people, working classes, athletes, and
celebrities. This week, the goal is to dig into the dwelling consequences of
negative publicity on athletes. This is not a pretty site.

From the week 3 assignment layout, the
scenario stated “Nike, Inc. (Links to an external site.)Links to an external
site. has hired you to investigate how negative publicity affects celebrity
endorsements. John Slusher, EVP of Global Sports Marketing, expects your review
on his desk by the end of the week ( (NECB, 2018).”

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Four articles were chosen to go over
the consequences of bad publicity. The first article is listed as “What to Do When Celebrity Endorsements Go
Bad”. This article is interesting because it is not the norm at all. While
many companies strive to meet the demands of evolving technology, others
compete to recruit the big household names. This happens because they thrive
off the idea that the media source which is the celebrity will contribute to
the mass appeal of the company. Some would say this is taking the easy way out
and cheating the growth in the marketing department. Yet, this is considered
risky business. This article pinpointed that the perception from the potential
consumer or consumer connects to the marketing tool which is the celebrity

Consumers and potential consumers
develop the idea that the celebrity favorite is positioned with the company in
a familiar standing. This refers to the brand familiarity level, product
knowledge, and service outlook. The common thing that goes wrong that leads to
the negative publicity of an athlete or celebrity is the exposure of the broken
link between the brand and the expectations of the celebrity endorser. The
negative consequences can be permanent for a brand and temporary for the
celebrity marketer. The article “What to Do When Celebrity Endorsements Go Bad”
focuses on the manipulation flaw that is easily detected by “woken” consumers (Lazure, 2013).

From the article “The lure of celebrity endorsements”, the author stated “Advertisers
have kenned for decades that the image of a celebrity, royal or otherwise, can
avail sell products, especially when the celebrity involved has a reason to
claim the status of being an expert. In other words, positive feelings toward
celebrities transferred onto positive feelings toward the shoes. Recollection
for the shoes that were paired with celebrities was additionally better than
for shoes paired with non-celebrities. The participants withal verbally
expressed they’d be more liable to buy the shoes associated with a celebrity’s
face, as long as the shoes were ones  believed the celebrities did not already own ( (Whitbourne,

The second is listed as “The Impact of
Negative Publicity on Celebrity Ad Endorsements”.  This article focuses on the negative impact
of publicity that is labeled as shady, ineffective, risky, and untrustworthy.
Consumers have risen to a level where deception is not pulled over their eyes.
They have graduated to the understanding and comprehension that celebrities are
used as marketing tools to increase the competitive advantage. A prime example
would be Kevin Durant advertising for Adidas and Lebron advertising for NIKE. Consumers
have researched and studied the brand’s motives to win favor based solely on an
athlete’s presence and influence. However, it is not as effective as it once
was. Consumers now know that the motivating factor is not to increase customer
satisfaction. They educated themselves on the main goal of a brand’s layout
plan. That is that everything that leads up to the sale is to increase
awareness using the love and admiration of the celebrity. Ultimately by doing
so, the numbers in population growth within the company strengthens. The
article highlighted the “matchup effect”. This is when everything aligns with
the celebrity and the brand accordingly (Barnes, 2001).

The third article is listed as “The effects of negative
information transference in the celebrity endorsement relationship”. In the
previous two articles, discoveries were made regarding the tools used to
persuade the existing and potential consumer to budge, based heavily on the
celebrity’s status. This article is a little different regarding content. Often
times, consumers seek validation in a product and want to confirm that the
brand believes highly in customer satisfaction. Yet, a lot of emphasis is not
placed on the other aspect of things. The other aspect is the comfort-level and
belief in ability that brand has for the celebrity endorser.

understand that it is a fifty-fifty chance that the endorsement will be
successful. The professionals who are not swallowed in pride comprehend to the
possible failure rates if the endorsement-plan is not properly executed. The
greatest fear of business executives is the negative publicity of the
endorsement itself. This leads to the contract being compromised and the
reluctance level increasing regarding contract negotiations. This article also
touched on the strong possibility of endorsement failure in regards to the
celebrity’s past mistakes. Past mistakes of the celebrity may come back to
haunt the process and decrease the demand in service he or she promotes. It is
plausible given the nature of past celebrity endorsers who had skeletons
exposed ( (White, 2007).

The fourth article is listed as “How
negative celebrity publicity influences consumer attitudes: The mediating role of
moral reputation”. This article highlights the importance of evaluating the
celebrity. If thorough evaluations are not done, this could lead to the easy
acceptance of the endorsement without any reluctance. This not only relates to
the celebrity’s view on the product or service. This also relates to the
celebrity’s honest usage of the service or product he or she is promoting. The
consumer connects to the celebrity by assessing the knowledge and admiration
the celebrity holds for the endorsement ( (Zhou, 2010). 

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