Jackie Chan, Pierce Brosnan, and Celebrity Scandals: A Cross-Cultural Examination of Negative News and Source Credibility

摘要

Through a cross-cultural analysis and an application of con-strual theory, this research aims to examine the effects of celebrity endorsers on attitudes toward the sponsored brand when these celebrities are considered to have violated a law or a social norm. Specifically, we (1) examine the direct and indirect impact of negative celebrity news on consumers' attitudes towards the brand, and (2) test the moderating role of cultural difference as well as the nationality of the celebrity in examining the direct and indirect impact on consumers' brand attitudes.