Grau, Stacy LandrethSjulin, Megan2016-02-192016-02-192015https://repository.tcu.edu/handle/116099117/10440Four case studies on Tiger Woods, Lance Armstrong, Ray Rice, and Hope Solo are used as modern-day examples to apply celebrity athlete endorser theories to the research on negative publicity and scandal to understand the implications to corporate sponsors. The primary theories utilized are match-up hypothesis, source credibility and source attractiveness models, consumer skepticism, and negativity effect. These four theories are used to create the Individual Consumer Perceptions Model, which is used as the framework by which the case studies are analyzed to their overarching mutual sponsor, Nike. Through this model and the case studies, implications and recommendations for upper management are drawn. By doing a current as well as future analysis of how an endorsers' image could change and negatively impact the reputation of the business, the pros and cons should always be heavily and intricately weighed in each step of the Individual Consumer Perceptions model in addition to constant evaluation, social media monitoring, and exit strategies for existing relationships.endorsersscandalsponsor