What happens to a brand when its celebrity spokesperson falls from grace?

Many celebrities serve as spokespeople for various companies or brands. And usually, the situation is a win/win for everyone -- right up until the celebrity does or says something less than desirable. We saw this with Aaron Rodgers recently when the Packers quarterback made controversial vaccine comments. So how effective are celebrity spokespeople for brands, and how do brands determine when the relationship isn’t worth it any more? Dr. Michael Smith, Associate Professor of Communications at La Salle University joins the podcast to talk about what happens to brands when their celebrity spokespeople fall from grace.