This week, I saw a short article announcing that Kanye West's tour "Fame Kills" with Lady Gaga has been cancelled. Kanye West has been under the microscope since he stole the spotlight from Taylor Swift during the MTV Video Music Awards. This is just one example of how celebrities can ruin their chances at scoring endorsement deals.
Even though consumers generally hold preconceived notions about celebrity endorsers, stars aren't invincible in their position of power. If a celebrity has even one incident of inappropriate or questionable behavior, a company will quickly drop an endorser. If the cancellation of Kanye's concert is any indication of his popularity with the people, then a corporation would never renew an endorsement deal.
At the current moment, I don't think that Kanye is signed with any companies, though he does have his own line, Louis Vuitton Don sneakers. Though the line is new and fashionable, recently released in June 2009, consumers would probably not buy if they knew that Kanye West designed them. Clearly, the reputation and character of the star is everything and thus the element that makes celebrity endorsement such a corporate liability.
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