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  • Thumbnail for Sex, drugs, and rock n' roll : an analysis of the impacts of celebrity scandals on brand value
    Sex, drugs, and rock n' roll : an analysis of the impacts of celebrity scandals on brand value by Marciano, Joseph John

    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.