Study: Celebrity endorsements are at the bottom of the trust barrel

11/7/2013 | MediaPost Communications

Consumers trust celebrity endorsements less than every other type of brand promotion, according to a worldwide study from The Boston Consulting Group. Just 15% of Americans trust celebrity endorsements -- although that was the third best showing for endorsements by country, behind only Brazil (17%) and China (21%). The most-trusted source remains reviews from friends and family.

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