Celebrity endorsed product really does help consumer appeal, according to a new survey.
Almost one in three (30 per cent) of survey respondents said they had bought a product because a celebrity had endorsed it. Of that total, 66 per cent were women and 41 per cent were aged 18 to 24.
The findings are backed by more serious studies by the likes of Harvard Business School in its “The Economic Value of Celebrity Endorsements”. As noted by that study and others, there are dangers in celebrity endorsements when those celebs lose their credibility and produce scorn from the press and community – a phenomenon memorably seen with Lance Armstrong‘s fall from grace.
The survey, of 854 UK respondents, was undertaken as part of the promotion for a ‘celebrity urban legends quiz’ called TwoLittleFleas.co.uk.
There’s more musing on the topic here.