The Impact of Negative Media Coverage of Celebrity Endorsers on Brand Image, Brand Attitude, and Purchase Intention: Targeting Potential Customers of Travel Agencies

Purpose This study aimed to empirically study the effects of negative media coverage on celebrity endorsers on brand image, brand attitude, and purchase intention. For the empirical study, after receiving negative media coverage related to Lee OO, a member of the Asian Cup national team, and his insubordination, we verified the changes in the brand image, brand attitude, and purchase intention perceived by consumers toward the company for which Lee OO was an advertising model. Methods The sample for the survey in this study was potential consumers who planned to use a travel agency within the next year. The sampling was conducted using the convenience sampling method of non-probability sampling. As a result of the survey, 216 questionnaires were used for empirical analysis. Results The study was conducted by configuring negative media coverage, brand image, brand attitude, and purchase intention as single dimensions, and the factor analysis results showed that all four variables were single dimensions. The regression analysis results showed that negative media coverage had a significant negative (-) effect on brand image and brand attitude. Brand image had a significant positive (+) effect on brand attitude and purchase intention, and brand attitude also had a significant positive (+) effect on purchase intention. Conclusion In the end, these research results have significant implications for the advertising strategies of travel businesses that seek to advertise with celebrities as advertising models.