Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

An Impact Analysis Concerning the Effect of Scandals on Sustainable Consumer Purchase

Version 1 : Received: 5 April 2021 / Approved: 13 April 2021 / Online: 13 April 2021 (13:09:22 CEST)

How to cite: Vasilache, S. An Impact Analysis Concerning the Effect of Scandals on Sustainable Consumer Purchase. Preprints 2021, 2021040355 (doi: 10.20944/preprints202104.0355.v1). Vasilache, S. An Impact Analysis Concerning the Effect of Scandals on Sustainable Consumer Purchase. Preprints 2021, 2021040355 (doi: 10.20944/preprints202104.0355.v1).

Abstract

The idea of the current research started from noticing a major gap in the customer behavior literature - researchers scarcely analyzed the impact of scandals on the customer purchase decision in the case of celebrity endorsement. Using a quantitative approach based on questionnaires, 101 people were asked about their opinions, the goals being to find out if people are influenced by the celebrity scandals, if people tend to have different reactions in terms of consumer purchase decision when it comes to various different negative actions carried on by the endorsers - will a murder upset the customers more than an infidelity scandal? - and if there are any differences in treating Romanian and foreign celebrities once they would enter into such a scandal.

Subject Areas

consumer behavior,; celebrity endorsement, Romanian market

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