Wpływ negatywnej informacji o celebrycie na wizerunek wspieranej marki
The impact of a negative information about a celebrity on the image of supported brand

Summary/Abstract: This paper is devoted to the importance of endorsement in the situation of negative information about a celebrity supporting a particular brand. The authors discuss the results of experimental studies that demonstrate the adverse impact of such information on the perception of both the celebrity and the brand which is being endorsed. However, not all brands supported by a celebrity with image problems will be equally affected. The main objective of the paper is indicating the impact of influence of negative information about a celebrity on the image and perception of a brand supported by this celebrity.

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