Select a brand with a celebrity endorser who has been in a controversy recently. Discuss the impact on consumer evaluations vis-à-vis negative spill over effects. Suggest how the brand should respond to negative spill overs and reassure its customers. NOTE A very good answer is factually accurate, connected to relevant theory and to the implications and applications of the evidence. Be clear, relevant and concise. Key studies and recent work should be cited. You must use evidence from academic research in the argument. Try to use academic journal papers as well as lecture notes.
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