ABSTRACT: Negative celebrity endorsement is a fluid area in celebrity endorsement literature with scholars having diverse opinion on the acceptable way of dealing with its outcomes. There seems to be a paradigm shift of consumers accepting negative information as positive in influencing purchase intentions. The study conveniently sampled 552 respondents and found out that, consumers are highly influenced by celebrities with negative information or scandals. Again, the outcome of the study proved that, congruence or product-fit is important in the endorsement process and therefore, firms must make sure celebrities endorse products that are deemed relevant to their area of specialization. Lastly, the values and beliefs of a celebrity is important in giving a cultural identity to the celebrity.

Keywords: Scandal, Celebrity Negative Information, Endorsements