ABSTRACT
For newer, smaller firms, a growing literature on endorsements (e.g., Higgins & Gulati, 2006; Podolny, 1994; Stuart, Hoang, & Hybels, 1999) suggests that viability may be enhanced through affiliation with actors and firms of greater prominence. Such endorsements are made, however, under conditions of uncertainty, and endorser quality evolves over time. Some prominent actors are likely
endorser. This causes us to ask, what happens to a newer, younger firm when its endorser is suddenly viewed negatively?
