1. How Controversy Affects
a Brand Image: Does It
Help or Hinder?
Alexa DiCesare, Nicole Natale,
Brandon Ross, and Ryan Kaufman

2. Introduction
Background
Purpose
Thesis

3. Literature Review
 Social media
 Negative publicity
 Celebrity endorsement

4. Methodology
 Quantitative
 College students at YSU
 200 participants
 Questionnaire
 5 brands in social controversies
 3 questions per brand

5. Results
0
20
40
60
80
100
120
140
160
180
Kim Kardashian Kayne West The Interview Bill Cosby Miley Cyrus
Supporters Before Scandal
Yes No

6. Results
0
20
40
60
80
100
120
140
160
180
Kim Kardashian Kanye West The Interview Bill Cosby Miley Cyrus
Supporters After the Scandal
Yes No

7. Results
0
10
20
30
40
50
60
70
80
90
100
Kim Kardashian Kanye West The Interview Bill Cosby Miley Cyrus
Reasons for Loss of Supporters
Due to Scandal Other Reasons

8. Discussion
Analyzing the questionnaire results
Suggestions for future studies

9. Conclusion
 Does is help or hinder the brand?
 Always have an impact
 Controversies don’t go left unheard
 Taylor swift became more popular from Kayne’s
scandal

10. References
 Alpion, G. (2006). Media and Celebrity Culture—Subjectivist, Structuralist and Post-
structuralist Approaches to Mother Teresa's Celebrity Status. Continuum: Journal of Media &
Cultural Studies, 20(4), 541-557.
 Alter, C. (2014, November 18). Everything you need to know about the Bill Cosby sexual
assault allegations. Retrieved April 20, 2015, from
http://www.vox.com/2014/11/18/7236263/bill-cosby-rape-allegations
 Burns, K. (2009). Celeb 2.0: How Social Media Foster Our Fascination With Popular
Culture By Kelli S. Burns. The Journal of American Culture, 202-203.

11. References
 Carrillat, F., D'Astous, A., & Lazure, J. (2013). What to Do When Celebrity Endorsements Go Bad.
Journal of Advertising Research.
 Chen, Z., & Berger, J. (2013). When, Why, and How Controversy Causes Conversation. Journal of
Consumer Research, 40, 580-593.
 Dean, D. (2004). Consumer Reaction To Negative Publicity: Effects Of Corporate Reputation,
Response, And Responsibility For A Crisis Event. Journal of Business Communication, 41(2), 192-211.
 Hsu, Y., Chu, S., & Fang, W. (2014). Is Brand Awareness a Marketing Placebo? International Journal of
Business and Information, 9(1), 28-60.

12. References
 Jin, H., Suh, J., & Donavan, D. (2008). Salient Effects of Publicity in Advertised Brand Recall and
Recognition: The List-Strength Paradigm. Journal of Advertising, 37(1), 45-57.
 King, B. (2013). Celebrity and Scandal. Pacific Journalism Review, 19(2), 11-27.
 Knittel, C., & Stango, V. (2013). Celebrity Endorsements, Firm Value, and Reputation Risk: Evidence
from the Tiger Woods Scandal. Management Science, 60(1), 21-37.
 Marwick, A., & Boyd, D. (2011). To See and Be Seen: Celebrity Practice on Twitter. Convergence: The
International Journal of Research into New Media Technologies, 139-158.
 Ohlheiser, A. (2014, September 16). Urban Outfitters Apologizes for Its Blood-Red-Stained Kent State
Sweatshirt. The Washington Post. Retrieved May 3, 2015, from http://www.highbeam.com/doc/1P2-
37181584.html

13. References
 O'Malley, Z. (2014, January 1). The Strange Symbiosis Of Taylor Swift And Kanye West. Retrieved
May 3, 2015, from http://www.forbes.com/sites/zackomalleygreenburg/2014/08/25/the-strange-symbiosis-of-
taylor-swift-and-kanye-west/
 Thwaites, D., Lowe, B., Monkhouse, L., & Barnes, B. (2012). The Impact of Negative Publicity on
Celebrity Ad Endorsements. Psychology & Marketing, 29(9), 663-673.
 Yu, C., Lin, P., & Chen, C. (2013). How brand image, country of origin, and self-congruity influence
internet users' purchase intention. Social Behavior and Personality: An International Journal, 599-611.