Matches in SemOpenAlex for { <https://semopenalex.org/work/W2912121686> ?p ?o ?g. }
- W2912121686 endingPage "235" @default.
- W2912121686 startingPage "215" @default.
- W2912121686 abstract "It is important for brands to appropriately respond when their athlete endorsers are involved in a scandal. The present study examines how consumer evaluations of endorsed brands are influenced by a brand’s response to an endorser scandal. A 2 (brand response strategy type: maintenance vs. termination) × 2 (endorser scandal type: competence-relevant vs. competence-irrelevant) between-subjects experiment is conducted. Specifically, the authors focus on the perceived appropriateness of the response strategy and consumer attitudes toward an endorsed brand. Subjects were recruited from Amazon Mechanical Turk ( N = 111). Consumers perceive that terminating an endorsement contract with a scandalized endorser is more appropriate than maintaining the relationship. This is particularly true when celebrity endorsers are involved in competence-relevant scandals. A further analysis provided support for the idea that perceived “appropriateness” mediates the relationship between competence-relevant scandal and consumer attitude toward an endorsed brand. A termination strategy was considered appropriate when scandalized endorsers engaged in competence-relevant scandals, which eventually lead to more favorable consumer evaluations toward an endorsed brand." @default.
- W2912121686 created "2019-02-21" @default.
- W2912121686 creator A5019859837 @default.
- W2912121686 creator A5059655754 @default.
- W2912121686 creator A5067870024 @default.
- W2912121686 creator A5080694982 @default.
- W2912121686 date "2019-01-30" @default.
- W2912121686 modified "2023-10-16" @default.
- W2912121686 title "When Should a Brand Cut Ties With a Scandalized Endorser?" @default.
- W2912121686 cites W1848349247 @default.
- W2912121686 cites W1964924375 @default.
- W2912121686 cites W1972258674 @default.
- W2912121686 cites W1972402034 @default.
- W2912121686 cites W1997072118 @default.
- W2912121686 cites W1998511687 @default.
- W2912121686 cites W2011796168 @default.
- W2912121686 cites W2020608409 @default.
- W2912121686 cites W2035243276 @default.
- W2912121686 cites W2036078193 @default.
- W2912121686 cites W2040661093 @default.
- W2912121686 cites W2040975718 @default.
- W2912121686 cites W2052734753 @default.
- W2912121686 cites W2054294359 @default.
- W2912121686 cites W2054432800 @default.
- W2912121686 cites W2055746913 @default.
- W2912121686 cites W2062301747 @default.
- W2912121686 cites W2072500831 @default.
- W2912121686 cites W2074932610 @default.
- W2912121686 cites W2077147756 @default.
- W2912121686 cites W2085738682 @default.
- W2912121686 cites W2089951722 @default.
- W2912121686 cites W2089969349 @default.
- W2912121686 cites W2098783758 @default.
- W2912121686 cites W2126948984 @default.
- W2912121686 cites W2135255848 @default.
- W2912121686 cites W2141708418 @default.
- W2912121686 cites W2154521588 @default.
- W2912121686 cites W2167733573 @default.
- W2912121686 cites W2170618579 @default.
- W2912121686 cites W2306458179 @default.
- W2912121686 cites W2328274604 @default.
- W2912121686 cites W2331975543 @default.
- W2912121686 cites W2342420904 @default.
- W2912121686 cites W2519869169 @default.
- W2912121686 cites W2594677551 @default.
- W2912121686 cites W2770162894 @default.
- W2912121686 cites W2791357897 @default.
- W2912121686 cites W2802170385 @default.
- W2912121686 cites W2858061224 @default.
- W2912121686 cites W2887941743 @default.
- W2912121686 cites W4296791307 @default.
- W2912121686 cites W4298185589 @default.
- W2912121686 doi "https://doi.org/10.1177/2167479519826054" @default.
- W2912121686 hasPublicationYear "2019" @default.
- W2912121686 type Work @default.
- W2912121686 sameAs 2912121686 @default.
- W2912121686 citedByCount "7" @default.
- W2912121686 countsByYear W29121216862020 @default.
- W2912121686 countsByYear W29121216862021 @default.
- W2912121686 countsByYear W29121216862022 @default.
- W2912121686 countsByYear W29121216862023 @default.
- W2912121686 crossrefType "journal-article" @default.
- W2912121686 hasAuthorship W2912121686A5019859837 @default.
- W2912121686 hasAuthorship W2912121686A5059655754 @default.
- W2912121686 hasAuthorship W2912121686A5067870024 @default.
- W2912121686 hasAuthorship W2912121686A5080694982 @default.
- W2912121686 hasConcept C100521375 @default.
- W2912121686 hasConcept C112698675 @default.
- W2912121686 hasConcept C144133560 @default.
- W2912121686 hasConcept C152455256 @default.
- W2912121686 hasConcept C15744967 @default.
- W2912121686 hasConcept C162853370 @default.
- W2912121686 hasConcept C205971072 @default.
- W2912121686 hasConcept C2992181568 @default.
- W2912121686 hasConcept C57375061 @default.
- W2912121686 hasConcept C77805123 @default.
- W2912121686 hasConceptScore W2912121686C100521375 @default.
- W2912121686 hasConceptScore W2912121686C112698675 @default.
- W2912121686 hasConceptScore W2912121686C144133560 @default.
- W2912121686 hasConceptScore W2912121686C152455256 @default.
- W2912121686 hasConceptScore W2912121686C15744967 @default.
- W2912121686 hasConceptScore W2912121686C162853370 @default.
- W2912121686 hasConceptScore W2912121686C205971072 @default.
- W2912121686 hasConceptScore W2912121686C2992181568 @default.
- W2912121686 hasConceptScore W2912121686C57375061 @default.
- W2912121686 hasConceptScore W2912121686C77805123 @default.
- W2912121686 hasIssue "2" @default.
- W2912121686 hasLocation W29121216861 @default.
- W2912121686 hasOpenAccess W2912121686 @default.
- W2912121686 hasPrimaryLocation W29121216861 @default.
- W2912121686 hasRelatedWork W2031121378 @default.
- W2912121686 hasRelatedWork W2060469730 @default.
- W2912121686 hasRelatedWork W2073059813 @default.
- W2912121686 hasRelatedWork W2077101269 @default.
- W2912121686 hasRelatedWork W2349565258 @default.
- W2912121686 hasRelatedWork W2390978259 @default.
- W2912121686 hasRelatedWork W2555395902 @default.
- W2912121686 hasRelatedWork W2994806822 @default.