The Effects of Celebrity Endorsement Scandals on Purchase Intent : A quantitative study on Swedish Generation Z

Abstract: Date: 2022-06-02 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Emelie Meurling (97/06/07), Nelly Nordgren (97/10/06) Title: The Effects of Celebrity Endorsement Scandals on Purchase Intent - A Quantitative study on Swedish Generation Z Supervisor: Konstantin Lampou Keywords: Celebrity endorsement, Scandal, Purchase intent, Generation Z, Attitudes Research questions: How does celebrity endorsement scandals affect Swedish Generation Zs’purchaseintent? Purpose: The purpose of this research was to provide an understanding of how generationZ’spurchase intent and attitudes are affected by celebrity endorsement scandals. Method: A cross-sectional quantitative research approach was adopted utilizingself-completed internet questionnaires. Conclusion: The results of this research revealed that celebrity endorsement scandals didhave an effect on Generation Z’s attitudes towards both the endorsed brand andthe celebrity which in turn was seen to negatively impact their purchase intent.The findings also showed varying results for the two different scandals thatservedas empirical context. Thus, these results imply that more factors influencing theeffects ought to be considered.