MarketingProfs

MediaBuyerPlanner: Celebrity endorsers do little to attract customers from the wealthiest sections of society according to a survey from the American Affluence Research Center, Brandweek reports.
The study’s respondents, part of the wealthiest 10 percent of American households based on net worth, were asked whether their interest in a particular brand had been increased during the prior five years by an association with a celebrity. The highest scorer was cosmetics where about 22 percent of women said purchasing habits had been influenced by a celebrity.
Among men, only 19 percent said they had been influenced in their golf purchases, and 11 percent had taken celebrities into consideration when buying women’s designer clothes. No other products were mentioned by more that eight percent of the men.