Marketing
August 10, 2018
Kendall Jenner is among the celebrities with the lowest consumer approval rating. Image credit: Missoni
By Sarah Jones
Celebrity endorsements can boost a brand’s image among consumers, but new research finds that luxury marketers frequently choose the wrong faces to represent them.
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","iv":"80d8e6523b2ac0662e0886c758218b64","s":"af760448395be297"}
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