Celebrity Damage: Tiger Woods Cheating Scandal

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Celebrity Damage
The personal lives of a celebrity is unpredictable, examples of celebrity scandals are Tiger Woods’ cheating scandal, Kate Moss’ drug use, and Vick’s dog fighting involvement have an impact on the brand as being celebrities, they are constantly in the spotlight causing scandals spreads like wildfire (Bastiaenen, 2012). Examples were mentioned earlier under ‘Implications’.
Quantitative studies done showed when consumers receive negative information (e.g. scandal) about a celebrity, the customer’s perception would have a negative exchange towards the endorsed brand (White et al, 2009). According to the associative learning model, when the associative link between the brand and celebrity is strong, based on the negative information
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