Celebrity Scandal and your Brand

In late 2009, a number of Companies dropped Tiger Woods as a celebrity endorser of their products, following extensive adverse publicity concerning his alleged extra-marital affairs. The intention of this research is to ascertain whether people are no longer as affected by celebrity scandals and will continue similar purchase behaviour subsequent to the publicising of the scandal. The researcher undertook primary and secondary research to establish the attitudes, intent, and purchase behaviour of Irish consumers aged 20-27. This research intends to explore the following objectives: ¿ To examine the attitudes of Irish consumers (aged 20-27) towards the celebrity endorsement of a brand. ¿ To identify the purchase intent of Irish consumers (aged 20-27) of a brand endorsed by a celebrity. ¿ To investigate the impact on the purchase behaviour of Irish consumers (aged 20-27) to a scandal involving the celebrity endorser of a brand.