OFF THE WIRE
Tuesday, 18 May 2010 | Written by Asia | |
http://www.clutchandchrome.com/news/news/james-could-ride-through-scandal Motorcycle builder could ride through scandal Tuesday, 18 May 2010 | Written by Asia | |
Although only time will tell what happens between custom motorcycle builder Jesse James and Oscar winning actress Sandra Bullock, the marital scandal may not affect his ability to make money from celebrity endorsements.
A new study found three-quarters of Americans (74%) say when a celebrity endorser gets involved in a scandal, it doesn't impact the way they feel about the brand or brands they endorse. Just over one in five (22%) say they feel worse about the endorsed brands and 5% say they feel better about them.
It seems each week there is a new celebrity scandal to which the various entertainment magazines, websites and television shows devote hours of time. Sometimes, an underlying consequence of these scandals can be the loss of an endorsement deal for the celebrity involved. But according to a new study released by Adweek Media/Harris Poll, it doesn’t appear to matter to the general public.
According to the survey which included 2,140 U.S. adults surveyed online between April 23 and 27, 2010 by Harris Interactive, there is an age difference when it comes to attitude towards the endorsed brands after a scandal.
Eight in ten (81%) Americans aged 55 and older, as well as 77% of those 35-44, say the scandal has no impact on how they feel about the brand. Those 45-54 are most likely to have a negative feeling as 28% of them say they feel worse about the brand. Those 18-34, however, are most likely to think positively about it as 11% say they feel better about an endorsed brand after a celebrity gets involved in a scandal.
There are also some regional differences in attitudes towards brands after a celebrity gets caught doing something wrong. Those in the Midwest are most likely to have a negative attitude. Over one-quarter of Midwesterners (26%) say they would feel worse about the brand a celebrity endorses compared to 19% of those who live in the East.
The study shed some light on what comes after news of the scandal has broken.
Whenever a celebrity endorser is caught doing something questionable, and in the motorcycle world her name was Bombshell McGee, whether it is actually illegal or just considered wrong the brand executives face a very tough decision. Should they pull that endorsement or let it move forward?
While it might matter a little more to certain groups than others, in general, strong majorities of Americans say it really doesn't change how they feel about the brands. While it is understandable that the companies may not renew an endorsement deal, there doesn't seem to be any great need to pull current endorsements for fear of collateral damage.
So motorcycle enthusiasts could possibly expect Jesse James to make more celebrity endorsements such as his cell phone commercial promoting T-Mobile’s version of the Android.
However, there are those riders who may consider that a scandal in itself.
