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首页> 外文期刊>European Journal of Business and Management >The Aftermath of Celebrity Scandals on Endorsement
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The Aftermath of Celebrity Scandals on Endorsement

机译：名人代言丑闻的后果

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Celebrity Endorsers signed on by Companies to endorse their brands which has become a dominate phenomenon in recent years are sometimes plaque with scandals which mar the beautiful contract between the two parties. The purpose of this article is to provide a policy direction statement as a guide for decision making to equip Managers with the right tools to apply in the event of CE scandals so that the aftermath can be manage very well for business to run as usual. The introduction of Celebrity Endorsement (CE) makes it possible for Companies to engage Celebrities as brand endorsers for its products and services. The expectations of companies are that celebrities with their large followers through persuasive powers will attract customers to the brand in question. But then some of these contracts do not live up to their expectations and fall short because of scandals befalling these Icons. The study sought to find out the aftermath of these Celebrity Scandals, how both parties react to the contract and the consequential actions required of them. The study use top managers of both private and public sector companies in the economy, these companies were surveyed in Accra where all Companies, Ministries, Institutions and Departments have their Headquarters located and more so this is where such decisions are made. The study used Analysis of variance to test if factors have individual or joint influence on the response variable. The study revealed that the aftermath CE scandals have serious business implications on communication (adverts), the contract and the brand image. The article further showed that the aftermath of Celebrity scandals is worth evaluating to equip Managers with the right tools to apply in the event of a scandal befalling a CE. Thus from the study one can conclude that Celebrity scandals do not necessary ‘boils down’ the company, but has a rampaging effect on communication, the contract, brand image and the CE himself or herself.
机译：由公司签署以认可其品牌的名人代言人（近年来已成为主流现象）有时会因丑闻而斑，丑闻破坏了两方之间的美好合同。本文的目的是提供一个政策方向声明，作为决策的指南，以便为管理人员提供在发生CE丑闻时可以应用的正确工具，以便可以很好地管理后果以使业务正常运行。名人背书（CE）的引入使公司有可能聘请名人作为其产品和服务的品牌背书人。公司的期望是，通过说服力与众多追随者建立联系的名人将吸引顾客使用该品牌。但是，由于这些丑闻降临了这些图标，因此其中一些合同没有达到他们的期望，并未能兑现。该研究试图找出这些名人丑闻的后果，双方对合同的反应以及他们需要采取的相应行动。该研究使用了经济中私营和公共部门公司的高级管理人员，在阿克拉对这些公司进行了调查，所有公司，部委，机构和部门的总部都设在阿克拉，而且更重要的是在此做出决策。该研究使用方差分析来检验因素是否对响应变量具有单独或共同的影响。该研究表明，CE丑闻的后果对沟通（广告），合同和品牌形象有严重的商业影响。文章进一步表明，名人丑闻的后果值得评估，以使经理人拥有在CE发生丑闻时适用的正确工具。因此，从研究中可以得出结论，名人丑闻并不一定要“使公司瘫痪”，反而会对沟通，合同，品牌形象和CE本身产生负面影响。

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