A Comparative Study of Luxury Brands’ PR Responses to Negative News about Endorsers in Two Categories of Legal and Moral Violations--Taking Prada as an Example

In recent years, celebrities and artists have been officially banned or caught in the crossfire of public opinion due to legal and ethical issues. Negative news about an artiste not only affects the artiste’s own career, but also the brand he or she is endorsing, and even carefully selected luxury brands can’t avoid this risk. Even luxury brands that choose their spokespersons carefully can’t avoid this risk, and Prada, one of the six blue-blooded Italian luxury brands, has had several spokespersons in China in a row. As many Chinese endorsers have had negative news in a row, this phenomenon is representative, so this paper will choose Prada for specific research.