When stars fall: streamer fame, consumer retaliation, and brand spillover in product failure episodes

Key Points

• Consumer retaliation is evident when popular streamers face product failures linked to their endorsements, influencing brand perception.
• The study highlights a nuanced relationship between streamer fame and brand reputation, indicating that negative outcomes can severely impact brands' public images.
• Examining several case episodes, the analysis reveals that brand spillover effects can greatly affect companies following streamer-related product failures.
• Understanding these dynamics is crucial for brands to manage endorsements effectively and mitigate potential backlash from failures.