… developed when an influencer behaves badly should result in a decrease … endorsers engage
in behaviors that are perceived poorly by consumers, the brand with which the endorser is …

… resolution can take myriad forms, but critical to this stage is … For example, being fired (eg,
Michael Vick from the Atlanta … tive endorsements or other contracts (eg, Ryan Lochte following …

… Numerous brands and companies pursue athlete celebrities as endorsers of their products
and services. However, celebrity endorsement has been considered a double-edged sword …

Purpose In recent years, negative spokesperson incidents have raised significant concerns
in academia and industry. While several studies have addressed celebrity endorser scandals…

… and, thus, do not activate; negative information about the athlete endorser might become a
… that negative publicity about the endorser of an unfamiliar brand will result in less favorable …

… , and begging the question: How do we navigate appropriate endorsement practice in a
pandemic? By definition, celebrity athlete endorsement is the ability of a sporting individual to …

… Yet this marketing communication strategy is also recognized to be a double-edged sword.
Celebrity endorsers are often involved in misbehaviors that receive keen media attention (…

… to said endorsements. Indeed, celebrity endorsement strategies can be a double-edged
sword, … Other examples, among many others, include Ryan Lochte’s fake robbery and Maria …

… Abstract: The purpose of this study was to investigate the role of Endorsement on Brand … in
this study were EWord of mouth questionnaire of Bambuer (2011), Endorsement of Mahmoudi …

… What did Ryan Lochte do? The double-edged sword of endorsers behaving badly.
International Journal of Sports Marketing and Sponsorship, 19(3), 290–305. https:// doi.org/10.1108/…