The Impacts of Moral Character in Celebrity EndorsementJoseph Chang W*
Department of Marketing, Manchester Business School, Darmouth, England
- *Corresponding Author:
- Joseph Chang W
Department of Marketing
Manchester Business School
E-mail: [email protected]
Received Date: May 10, 2017; Accepted Date: May 25, 2017; Published Date: June 05, 2017
Citation: Joseph Chang W (2017) The Impacts of Moral Character in Celebrity Endorsement. J Hotel Bus Manage 6: 163. doi: 10.4172/2169-0286.1000163
Copyright: © 2017 Joseph Chang W. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
This research consists of two experimental studies investigating the dominance of moral character on athlete endorser perception and the influence of perceiver characteristics on tarnished athlete endorser perception and brand evaluations. Perceiver characteristics are discussed from the perspectives of dispositional tendency, innate moral intuitions and self-location. The first study compared the dominance of moral character and warmth on endorser perception. The second study examined the impact of perceiver characteristics on tarnished athlete endorsers and brand evaluations. The findings reveal that moral character is more influential than warmth on endorser evaluations. Tarnished athlete endorsers with immoral character exert more negative influence than tarnished endorsers with coldness character on brand evaluations. Innate moral intuitions and self-location moderate brand evaluations. Highmorality consumers and heart-locators are more vulnerable than low-morality and brain-locators to the brands endorsed by tarnished endorsers, respectively.