Negative Publicity of an Endorser
1. In what ways the negative publicity of an endorser can affect the brand?
Publicity of an endorser has a direct impact on the performance of any business. Before a
brand selects a particular athlete or celebrity, they have to check their history first to ensure they
have had a good reputation. Negative publicity of an endorser to a brand might make the
business to lose its customers to its competitors. The negative publicity of an endorser can affect
the brand in the following ways.
Negative publicity of an endorser can result in loss of trust from the stakeholders. It takes
a very long time for a business to build and maintain trust among their suppliers, employees,
customers and other stakeholders. Negative publicity of an endorser ruins the public image of a
brand. Ruining of the brand image makes the partners of that brand have little or no trust at all
with the brand. As a result, employees resign, suppliers stop supplying goods, customers start
buying from the brand’s competitors hence sales reduction (Roozen). Eventually, the business
suffers large losses which they ...