I think celebrity's personal reputation affects the image of the brand that they endorse a lot. I believe that companies using a celebrity as a model of their brand means that they prefer the image of the celebrity and want their business to be connected with it. For example, Kim Yuna, the legend figure skater of South Korea, is often selected as a model of a brand that requires truthfulness and credibility because of her reliable image to Koreans. This intentional connection affects the public directly. They remember and perceive the brand and the celebrity in one as the celebrity endorse it. Therefore if the image of the celebrity changes, so does the image of the brand. Casting celebrities as a model of a brand is extremely effective but the connection is so strong that it is also significant for the companies to endure the situation that they might not know yet. There's always a possibility of a collapse of a celebrity's reputation.