When Fame Turns Fatal: How a Celebrity's Death Impacts Brand Perception

Theo Raines in Culture & Society August 2025 • 4 min read.

"Uncover the surprising ways a celebrity's death, especially following scandal, can affect consumer attitudes toward the brands they endorse and what this means for marketing strategies."

In the world of marketing, celebrity endorsements have long been a go-to strategy for brands aiming to boost their image, expand their reach, and drive sales. The allure of a famous face can be powerful, creating a positive association that influences consumer behavior. However, this tactic isn't without its risks. Celebrities are, after all, human, and their actions can have significant repercussions for the brands they represent.

The impact of celebrity misbehavior on endorsed brands has become a hot topic in marketing, with research consistently showing that negative publicity surrounding a celebrity can lead to negative consequences for the brand. From drug use and reckless driving to scandals and controversies, a celebrity's actions can damage their reputation and, by extension, the reputation of the brands they endorse.

But what happens when a celebrity endorser dies, especially if their death is linked to misbehavior? Does the negative association linger, or does the narrative shift in a way that impacts consumer attitudes? Recent studies suggest that the death of a celebrity endorser can have surprising effects on brand perception, blame attribution, and consumer behavior, challenging conventional wisdom and raising important questions for marketers.

The Ripple Effect: How a Celebrity's Death Alters Brand Perception

A groundbreaking study published in the Journal of Psychology and Marketing delved into the complex interplay between celebrity death, misbehavior, and consumer responses. Challenging the prevailing notion that negative information invariably harms endorsed brands, the research uncovered nuanced insights into how a celebrity's death can reshape consumer attitudes.

The study, composed of three experiments, focused on understanding how consumer reactions to a misbehaving celebrity change after their death. It specifically examined how blame is attributed and how consumer attitudes toward associated brands are affected. The findings revealed a surprising twist: death can, under certain circumstances, favor a partial blame attribution transfer from the celebrity endorser to the brand.

Blame Attribution: When a celebrity's misbehavior is linked to the endorsed brand, their death leads to a partial blame shift. Consumers tend to blame the brand more and the celebrity less.
Product Relevance: This effect is most pronounced when the misbehavior is directly related to the brand's product.
Brand Attitude: Death can positively influence brand attitude through the concept of "celebrity sacredness," which is the idea that a celebrity gains spiritual significance after death.

These results highlight the complex psychological processes at play when a celebrity endorser dies. Consumers grapple with conflicting feelings—the wrongdoing versus the potential sacredness of the deceased—leading to shifts in blame attribution and ultimately impacting brand perception.

Navigating the Afterlife: Strategic Implications for Brands

In conclusion, celebrity endorsements present risks, but they also present an opportunity for brands to leverage the image of personalities. When a celebrity scandal occurs, brands should aim to quickly distance themselves from the personality to limit reputational damage. Brands should be careful which public images they associate with, especially those who may misuse or misrepresent the product.

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Everything You Need To Know

How does a celebrity's death impact the brand perception of the products they endorse?

The death of a celebrity endorser can surprisingly alter brand perception. Research indicates that after a celebrity's death, especially when linked to misbehavior, consumers may shift blame partially from the deceased celebrity to the brand itself. This can be most pronounced when the misbehavior is directly related to the brand's product. Additionally, the concept of "celebrity sacredness" can positively influence brand attitude, potentially mitigating some of the negative impacts of the misbehavior that occurred before the celebrity's death. This shift in perception highlights the complex psychological processes at play, as consumers grapple with the celebrity's actions and the potential for a more spiritual significance post-mortem.

What is the role of "blame attribution" in the context of a celebrity endorser's death and its impact on brands?

Blame attribution plays a critical role in shaping consumer attitudes after a celebrity endorser's death. When a celebrity's misbehavior is associated with the endorsed brand, the death of the celebrity can lead to a partial blame shift. Consumers tend to attribute blame more to the brand and less to the deceased celebrity. This shift is a key finding, indicating that the brand's association with the celebrity is re-evaluated in light of their death, altering how consumers perceive the brand's responsibility.

How does "product relevance" affect the impact of a celebrity's death on the brands they endorse?

The impact of a celebrity endorser's death on brand perception is particularly influenced by product relevance. The effect of blame attribution is most significant when the celebrity's misbehavior is directly related to the brand's product. For instance, if a celebrity endorses a health product and is involved in a health-related scandal, their death could lead to a greater shift in blame towards the brand compared to a situation where the misbehavior is unrelated to the product.

What is meant by "celebrity sacredness," and how does it influence brand attitude after a celebrity's death?

"Celebrity sacredness" refers to the idea that a celebrity gains a form of spiritual significance after death. This concept can positively influence brand attitude following a celebrity endorser's death. Consumers may view the deceased celebrity more favorably due to their passing, which, in turn, can affect how they perceive the brand. This could lead to an improved brand attitude, counteracting some of the negative associations from the celebrity's misbehavior. The interplay between the celebrity's wrongdoing and their elevated status after death creates a complex emotional response from consumers.

What marketing strategies should brands consider when a celebrity endorser is involved in misbehavior or dies?

When a celebrity scandal occurs, brands should focus on distancing themselves from the celebrity quickly to limit any reputational damage. However, when a celebrity endorser dies, the situation becomes more nuanced. Brands must consider the shift in blame attribution and the potential impact of "celebrity sacredness." A deep understanding of how consumers' reactions change in these scenarios is crucial for any marketing strategy. Brands must be very careful in who they are associating with to avoid potential negative outcomes.