The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity

Highlights• Investigates the potential impact of negative celebrity endorser publicity on attitudes towards associated event and sponsor brands.• Negative stimulus materials highlighting a celebrity endorser's transgression resulted in weakened attitudes whereas neutral stimulus did not.• Contributes knowledge to sport sponsorship research and extends research into the sport event category.• Provides a number of theoretical and managerial contributions surrounding sport sponsorship relationship management.