When Scandal Engulfs a Celebrity Endorser:  Four factors should guide firm's reactions / 

 - Boston, MA:  Harvard Business Publishing,  May-Jun 2019 
 - 97:3; 21-24 
<br/><br/> About the Research: "Managing Negative Celebrity Endorser Publicity: How Announcements of Firm (Non) Responses Affect Stock Returns," by Stefan J. Hock and Sascha Raithel (Management Science, forthcoming) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products--Management
<br/><br/><label>LC Class. No.: </label>HBR  / 97:3 2019