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":"a4fc0b5f05e3139ac5fcaa4968e8bd7c","s":"dcca200a8d27f16c"}
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