COMMENT:

Many companies are delighted when famous All Blacks like Richie McCaw agree to become endorsers for their products. In many cases, this results in a significant increase in sales for the companies. However, what happens when celebrity endorsers make headlines for the wrong reasons?

Israel Folau's controversial comments on social media generated an enormous amount of negative publicity for the rugby player. How should a company respond if a star athlete who endorses its products is involved in a crisis?

A good example of a celebrity endorser crisis involved Whittakers and Nigella Lawson back in 2013. Nigella Lawson was

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