Persona Collapse and Brand Risk: A Case Study on the Emotional Identification Mechanism in Celebrity Endorsements

Abstract

In the digital media era, the rapid development of the fan economy has made celebrities’ "public persona" a core asset in brand endorsements. However, frequent incidents of persona collapse—such as tax evasion and moral misconduct—have posed serious reputational and operational risks to brands. This study focuses on the mechanism of emotional identification in celebrity endorsements and explores the chain effect of persona collapse on brand value. Through literature review and case analysis—with emphasis on high-profile incidents such as the tax evasion case of popular actress Fan Bingbing—the research examines how persona construction fosters consumers’ emotional engagement, and how persona collapse triggers a three-stage risk transmission: "trust breakdown – value backlash – economic loss." The results indicate that while emotional identification enhances brand communication and conversion efficiency, it also accompanies high moral and reputational risks. The study proposes a "Persona Resonance – Risk Chain Reaction" dynamic model and recommends that brands establish a systematic risk prevention system, including persona background checks, real-time monitoring, and crisis response plans. This paper deepens the understanding of the double-edged sword effect of emotional marketing and provides practical references for brand risk governance.