A brand scandal impacts not just the brand, but also different stakeholders in the society.
However, there is not enough literature in the domain of brand scandals and consumers' …

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

Purpose This study delves into how corporations make decisions about influencer
marketing. Specifically, it examines the differences between human influencers, who carry …

The purpose of the current study, drawing on attribution theory, was to investigate
consumers' attribution process and its impact on their responses to a scandalized athlete …

Purpose Marketers and brand managers are subject to reputational crises when their
endorsers are involved in scandals. To effectively manage such crises, it is imperative to …

Purpose Moral transgressions committed by person-brands can negatively impact
consumers through the transgression's diagnosticity (severity, centrality and consistency) …

Purpose The purpose of this research is to examine how pre-scandal associations and
scandal types interactively influence consumer judgment and negative electronic word-of …

Purpose This study comprehensively explains how sports consumers evaluate athletes' post-
transgression philanthropic activities. We specifically focus on the congruence effect …

This study examines the online expression of Chinese social networking site (SNS) users in
a human brand crisis. Using the case of Sun Yang's doping allegations controversy, the …

This research addresses how positive and negative publicity about athlete endorsers
influences motivational mechanisms (appetitive and aversive) underlying cognitive and …