ABSTRACT
Recently, celebrity endorser scandals are exposed frequently, such as Edison Chen’s Pornographic event, Jaycee Chan’s drug abuse event, Zhang Wen’s derailment event and so on. Meanwhile, consumers’ online reviews are hot and fierce. When the celebrity endorser scandal breaks out, most endorsed companies have to find eective methods to deal with the tarnished spokesperson, working hard to reduce the deleterious eect. The responses from the endorsed company may be dierent based on various people, or in a dierent situation.
