Date of Publication

Fall 2013

Document Type

Undergraduate Project

Professor's Name

Katharine Burakowski


Celebrity-athlete endorsement is a popular and growing resource for current marketing strategies among many corporations. In this respect, there are various questions regarding the worth of celebrity-athletes as a means of marketing and generating consumer loyalty. Corporations and brands must take into account the possible consequences that can be associated with these individuals, specifically when they fall under scandal that leads to a misrepresentation of the corporation or brand that they endorse. In addition, they must consider how these associations affect consumer behavior and loyalty intentions toward their brand or products. This paper will address the following question: When an endorsed celebrity-athlete falls under scandal resulting in negative publicity, how is there an impact on consumer behavior and loyalty toward the corporation or brand that was represented? This question will target the cheating scandal of Lance Armstrong in the sport of cycling and his admittance. This pertains to his prior endorsement of the Livestrong Foundation and brand. From the existent literature that has been examined, it has been found that previous relationships with the brand and its emotional connection with consumers could give reasoning for how Livestrong has withstood this incident. It is expected that this research will reveal the conclusion that Livestrong and other corporations or brands that have created strong ties with its consumer base, have the ability to retain equity and popularity within the market under negative celebrity-athlete associations.