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Sex, drugs, and rock n' roll : an analysis of the impacts of celebrity scandals on brand value

by Marciano, Joseph John

Abstract

The use of celebrities to market brands is nothing new. In fact, companies have been using celebrities to advertise their brands since the 1600s. Although celebrity endorsements are ever increasing, is it still a viable marketing strategy for companies? This study attempts to examine the impacts a celebrity scandal can have on the change in brand value using regression analysis. This study includes professional athletes, movie stars, and musicians and their various endorsed brands in the sample. The findings of this study show that a celebrity scandal actually does not have an impact on the change in brand value. In fact, scandal was the least significant variable in the regression analysis. What this study did find was that celebrity net worth actually has a large and significant impact on the change in brand value.

Note

Colorado College Honor Code upheld.

Includes bibliographical references.

Administrative Notes

Colorado College Honor Code upheld.

Copyright
Copyright restrictions apply.
Publisher
Colorado College
PID
coccc:7912
Digital Origin
born digital
Extent
45 pages : illustrations
Thesis
Senior Thesis -- Colorado College
Thesis Advisor
Stimpert, Larry
Department/Program
Economics and Business
Degree Name
bachelor
Degree Type
Bachelor of Arts
Degree Grantor
Colorado College
Date Issued
2013