Case Study :

Avon: Is this the end of an iconic beauty brand? "Ding dong, Avon calling!" The old tagline from the 1950s and 60s made Avon a household name among the Babyboomer crowd... And now, the quintessential old-lady cosmetics brand. Even so, their status as one of the first major network marketing companies has made them the biggest name in the MLM space, rivaled only by Amway. Add to that their squeaky-clean reputation, and they're unlike other MLMs that reek of manipulation and hype. But like other iconic brands that are losing their foothold or outright dying out (think Sears and Macy's), Avon has been in a steady decline for the last decade. Clearly, they're struggling to transition from door-to-door sales to e-commerce.

Source: https://mlmcompanies.org/avon/

Question :

When a celebrity brand ambassador is involved in a controversy, discuss the effect to the customers' purchase intention towards products endorsed by him/her. Support with evidences of local and international endorsers who were involved in the same situation. Justify your answer.