An investigation into the attitudes and behaviour of Irish consumers (aged 20-27) towards celebrity-endorsed products and the effect celebrity scandals have on these attitudes and behaviours

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Folan, Colette
Issue Date
BA (Hons) in Marketing and Event Management
Dublin Business School
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In late 2009, a number of Companies dropped Tiger Woods as a celebrity endorser of their products, following extensive adverse publicity concerning his alleged extra-marital affairs. The intention of this research is to ascertain whether people are no longer as affected by celebrity scandals and will continue similar purchase behaviour subsequent to the publicising of the scandal. Through in-depth research of the current industry opinion, the author has established that celebrity endorsement is an effective method of advertising due to the “influence they exert over several facets of society” (Okonkwo, 2006). The researcher then undertook primary research to establish the attitudes, intent, and purchase behaviour of Irish consumers aged 20-27. Through the analysis of the primary data obtained through the use of Questionnaires, the researcher established that: The majority of people are not as concerned about the private lives of celebrities and should a celebrity be involved in a scandal, this would not adversely influence the decision to purchase a product or service endorsed by that celebrity. Therefore, the research from this study has confirmed that there is now less risk for companies who use celebrity endorsements, since people no longer care if the reputation of the celebrity is tarnished.