Tiger’s endorsments iffy

Tiger Woods PGA videogameSome of Tiger Woods’ endorsers are sticking with him, some are bailing out, and others are waiting to see if the firestorm hits them.  Advertising Professor Chris Cakebread, who teaches sports marketing, says much will depend on how much the advertisers feel “trust” is significant in their pitching Tiger.

“Tiger was a trustworthy spokesperson for a brand. His public persona never varied.  That trust has been broken, and some brands are worried about how that break in trust will influence consumer perception towards their products.”

Contact Chris Cakebread, 617-353-3476, ccakebre@bu.edu

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