A Study on the Impact of Different Types of Negative Public Opinion of Celebrity Endorsers on Brand Favorability

Abstract

In the context of normalized brand marketing, celebrity endorsements have become a core strategy for companies to enhance brand awareness and market competitiveness. However, brand trust crises and economic losses caused by negative public opinion about spokespersons have become increasingly prominent. Based on the theories of cognitive dissonance and source credibility, and by combining relevant domestic and international research findings, this paper uses questionnaire and case study methods to systematically explore the impact mechanisms of different types of celebrity negative public opinion on brand favorability and to verify the mediating role of brand trust between negative public opinion and consumer purchase intentions. The study finds that: the damage of illegal-related negative public opinion on brand favorability is significantly greater than that of morality-related negative public opinion; the negative impact of severe negative public opinion is sustained, whereas the impact of moderate negative public opinion is relatively limited; negative public opinion about female endorsers has a stronger brand spillover effect, and negative public opinion concerning the collapse of image for popular celebrities is most fatal to brands that rely on emotional value connections; brand trust partially mediates the relationship between negative public opinion and purchase intention, and timely and appropriate crisis response strategies can effectively reduce losses. The research findings of this paper not only enrich empirical studies in the fields of celebrity endorsement effects and consumer behavior but also provide targeted decision-making recommendations for brands in endorser selection, risk prediction, and crisis response.