Celebrity endorsement scandals: not a big deal

It turns out Tiger's sponsors didn't have to worry so much.

It turns out Tiger's sponsors didn't have to worry so much. According to a new survey from Adweek Media and Harris Interactive, 74% of Americans say a scandal involving a celebrity endorser does not impact the way they feel about the brand or brands associated with the celebrity. Twenty-two percent reported that scandals with celebrity endorsers make them feel worse about the associated brands, while 4% reported that they then feel better about a brand.

The numbers get more interesting when you break it down by age or region, as 11% of 18 to 34-year-olds say a scandal makes them feel better about the celebrity endorser's brand, compared to only 1% of those aged 45 to 54. Regionally, Midwesterners take scandals more to heart, with 26% reporting that they feel worse about a brand after a celebrity endorser's scandal, compared to only 19% of those who live in the East.

I would be interested to analyze this topic further. Was Tiger seen as a bigger scandal because he had such a clean image before? Are the younger consumers more lenient about situations such as Michael Phelps' pot smoking, and therefore more willing to like the brands who stick with the "bad"boys (or girls)?

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