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首页> 外文会议>International Conference on Economic Management and Cultural Industry >Standby or Breakup? How Brands in China Respond When Celebrity Endorsers Get Involved in Scandals
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Standby or Breakup? How Brands in China Respond When Celebrity Endorsers Get Involved in Scandals

机译：待机或分手？ 当名人认可者参与丑闻时，中国的品牌如何应对如何应对

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摘要

Celebrity endorsement, a common strategy used in marketing and advertising is a double-edged sword for brands. The established association with celebrity endorsers can bring not only desirable potentials to brands but also crisis when endorsers get involved in scandals. Current literature on this type of crisis lacks focuses on Chinese culture context, analysis of response strategy, and empirical research design. To fill these gaps, this paper adopts case study and content analysis to investigate four influential scandals happened last year in China and the crisis management strategies of affected brands. Comments and reposts of nine Sina Weibo posts were collected for analysis. Five of them are the official responding posts of involved celebrities, while the other four are posts of affected brands. Findings support that in China social legitimacy violation and internal attribution of crisis responsibility will cause a more negative influence on the celebrity endorser's reputation than legal legitimacy violation and external attribution of crisis responsibility, respectively. Brands shall determine whether to terminate the endorsement contract or not according to public attitude towards the scandal. Contrary to other suggestions, this research demonstrates that brands can use "silence strategy" to manage celebrity endorsement crisis.
机译：名人认可，营销和广告中使用的共同策略是一个用于品牌的双刃剑。与名人认可的建立联系可能不仅可以为品牌带来理想的潜力，而且当老式人参与丑闻时也会产生危机。目前关于这种危机的文献缺乏对中国文化背景，反应战略分析和实证研究设计的关注。为了填补这些差距，本文采用案例研究和内容分析，调查中国去年发生的四个有影响力的丑闻以及受影响品牌的危机管理策略。收集了九个新浪微博帖的评论和转发进行分析。其中五个是涉及名人的官方回应职位，而另外四个是受影响品牌的职位。调查结果支持在中国社会合法性违规和内部归属危机责任将分别对名人代言人的声誉进行更负面影响，而不是法律合法性违规和危机责任的外部归因。品牌应根据公众对丑闻的公开态度确定是否终止认可合同。与其他建议相反，这项研究表明，品牌可以使用“沉默战略”来管理名人认可危机。

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