Celebrity endorsement rubbish… so you say
‘It appears that sole reliance on celebrity influencers like David Beckham is waning due to an increasingly sceptical public.’
– Philip Monaghan, AccountAbility
I don’t believe any consumer survey has been informed by consumers willing to admit being influenced by any kind of marketing activity. And it would be rather strange if they did. I expect people to claim to be far more rational than they are. It would be odd to say, ‘I won’t buy anything in cheap, plain packaging… but stick that nice Mr Beckham on it and I’ll pay twice the going rate.’
This is why AccountAbility’s survey (they’re a think tank) is not worth looking at. Celebrity endorsement works in a very subtle way. Nobody thinks wearing Police sunglasses will help them bend it like Beckham… but what would using Michael Carroll do for sales?
Contact Stephen Newton
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