The Marketers of Cirrus Shoes Received Negative Publicity When the Company's

Multiple Choice

The marketers of Cirrus shoes received negative publicity when the company's brand ambassador was convicted of sexual assault. The company was forced to rescind their association with Adrian Richardson as they feared a conveyance of negative cultural perceptions to consumers. This scenario can be best explained using the _____ model.

A) celebrity expertise
B) meaning transfer
C) celebrity popularity
D) endorsement shift
E) consumer-celebrity merging