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Examining the effects of celebrity negative publicity on attitude to, and reputation of, brand and corporation, directly and based on moderating factors

Lookup NU author(s): Professor Charles DennisORCiD

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).

Abstract

© 2023, Emerald Publishing Limited. Purpose: This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through the moderating effects of social media involvement, brand commitment, identification and attribution (both types). Associative network theory has been used to explain these effects. Design/methodology/approach: A quantitative survey of 550 respondents was carried out in London and surrounding areas. Structural equation modelling was used to analyse the data. Findings: The findings suggest that celebrity negative publicity affects brand reputation and corporate reputation. Further, the moderating effects of social media involvement and brand commitment on attitude towards brand and corporation, identification on attitude towards brand, attribution types on attitude towards corporation were not found. Originality/value: To the best of the authors’ knowledge, this is the first paper to examine the effects of celebrity negative publicity on attitudes towards brand, attitude towards corporation, brand reputation and corporation reputation, directly, and through the moderating effects of attribution (both types), identification, commitment and social media. Findings from this study will minimise the gap in the literature on the topic and will help managers and policymakers to understand the effects of celebrity negative publicity in detail.

Publication metadata

Author(s): Hussain S, Pascaru O, Priporas CV, Foroudi P, Melewar TC, Dennis C

Publication type: Article

Publication status: Published

Journal: European Business Review

Year: 2023

Volume: 35

Issue: 4

Pages: 469-499

Print publication date: 20/06/2023

Online publication date: 20/04/2023

Acceptance date: 10/02/2023

Date deposited: 19/11/2024

ISSN (print): 0955-534X

ISSN (electronic): 1758-7107

Publisher: Emerald Publishing Limited

URL: https://doi.org/10.1108/EBR-05-2022-0098

DOI: 10.1108/EBR-05-2022-0098

ePrints DOI: 10.57711/6rzv-kp59

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