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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1cugmUeLyiygIjENjqNgQ\/Y63+H+1MAEROLceqxKK7xt1vi0P5F\/JTcfIHrTGkxx6NLe8oiLZCk+EsiHr3Uz8reXVViL7DgZSV8RkFB2aVeOXyS\/gIBq10KUShNuh+Ionc7PevV1BAzS7Nda6wdiijrqPSRR100stkr6bxn3vfMGkPTItlrV9HZX69Ek6VYT9k\/Azm3kno5oxHw79Do8Qyv51bSRwUxENY+bPqhXO2TPp1Qw9U6qD2pLVEBK4u\/9pP\/+Rkq2NYXLO58k6QcpYY02S+8ThthgyX4BfpK4kSyjU\/RWnvFMnUGJSBTjaRJ40JZe2l23BvP0o50w348h4tRxGbqIeeW\/lTPHbeLzePI67bYhEnWWDLjpDSL2d9kLCqGH+v8BdLJs1DumYv\/5hYfK0\/W97X8UcrpFBnzGrwge\/veeNFb3zWId8cTBLXpy7wDF6sMbC\/62\/EJO\/GUENAnsMntvxcs+ZG6OBimXfIixOVEZEWjS1\/+NaAV9V0LcG4\/Ipb4Zyt7tCoyd9Xx+yf7+flGlwV6tSoHH2I9rEEhLFtkuuQV7\/NjKZ2+z+CVN5kqIk3dvQrmnTWzsttKUdnW4lICWFxBV9Y\/1tORL9Eec\/lym5GPrtX6imKw7VIBwN4PvCJG1xjWVslSCQdW\/BI5GGyXvMpdgty+ATZCrJLI8E5DWn+rNFMAkQGH5kUOHB0wC1Y9YxXLr5iQHhaRzrulGJU7rBYwWi9jEFjHUQ2PJHCjQPGbwpdT4FqChM96jybD6tmC\/Q2RJkCrzyjMLN3xa8xE\/D\/+pIC96htxgmzGW762kwjil27zybUAL1e\/uhHTt0ktQC\/WTBPVfeSleBvUTG1YoO10L8PplZhqT0mf6r2+5pvYhpzZY+MWwYhMOOb1zVEBdxLERiqq\/dCAGylC5RrJ\/O00LNuetOneehBEYF5VevLpft5QLiYhqtZaTLFa9UFJgKAzrwa7CZVsnRQkxTAfMQRfSC9zhPsRvlEa2jLclJthFUIiOgIhSQuqLfOB3BHEkfi1s6ef3+q9isUxvV5flvswoEm83lt2ucv5geQCGROVp+DPI652SEWbq55AftkmsfoWQx6T7kuq\/3+sVtFuhPHtOC+d73TD1m5f2STfu\/CoKK5wWc9bPfUF3pgINr\/DoU+vl3pnKTei6JC7EaOUxAfsZiXWNcMa0oisHwQRSPGv0f5\/KV4S9c98STAFOcdr5v3zPb8O7QUQJ9b9+o4lGsHgAZfShGWQKMXHJeZErRugGAzN2W6OLVZr0s1T0LFNFU99EuhXkIz\/w6DbvoWaXTe+xY2sqHJVJgZVS7fy\/qrSbVtdAJebQDihBg249o3AdXNXk+szLFYUDT+vEjzrw\/Oux5pF2OPNELBYNnAcYh0+Fa5Cg8j\/6tWO\/mHoV7wWl8fym9tfGb6YMMhnyOoVRn+3ILnn5z8cXDlFmXlfDmryxU3SnOlYMRWTMtGgM9CllfY0AHfvjoaxeo66tx2Fpy3xBwOVIRhIcBSoykl7gHJy\/2tORx8rubcggYVVnBmjKvE9n\/KqIADot\/jR21fmBW2ltmwXSOVrFLGLOGenIkACwMZVYsj5OYU2W+sZQ59hby\/wK6aj9qOM\/j21BQEv6+a3Yu2MsCxg\/yMiNJBq0PKs2i19W9ysN62s3XA7A9aqM857OoneODhFp93YdbXkO8a4oLZOHKUa7e\/uD1QBTQIkV9i83cA\/KoV0Znlhl1yb8WpxnGvCPKS1APDzesfEdbJZ4wR5XDig8\/pmPyO6lfYRtn4krWseCW+NtlpgINSbHjcsAz46pyX30WCKA0D6aoHOsrejiADR7Clmt2J\/HAWTgswxFPQxXxw6lFcIf7YU\/GvfyifXPnCRQ\/Q01ZZbcOEmOLwAV7hbK6sF4njl9a+n10vzJJUD6C2RWcg7swo77QDOZsQ6pV2WhmvoD1cwNQU8vZTSwKPpRTmGDplTBtrG9sblYyGadN5dNVwJDCdqEW3WfUz+Dmv8FtSegZInClX2oL6MulZygh186NV6caB9GLhPXa4xaA4oSUNSzU5C4t4FU+kesD3bJK3MlzAqpG7LNOv5I8QQ3u+CMdeLxjdKQmEH3vc2sqYgM\/4vyqS5b3ifMs861J83J\/YWglYULBQCMCUiar3YeTQOgXQpkm\/VgKNGsdmkLXLqc7OlS0SNK+QN0k01RzvrM7+Hkxa0ftlN8hYgDPL\/vyTTOFTeBAYWdY9Ss+tMAtOqDD9G6b6vLjiZiQ\/x0hzhqj5MGYqwbbpvX9NKYenyrHYMns7ZmF14Lgh1AxwJxa8m9IAASm+tp6V6X4C6JT8BeJ\/lurIr+hY4a6hmV3t06mvzISrrclre+hIPBZZAfCRwJ0Rvjn8\/rV\/i4XIzXuvqsMjvjzbV5vyuqM+XunWqG\/vE2GN6DtWX0PFIuwARk0wnQyWZK9MJ17N9F00kYJ4aDUpUxNpgDIL+eWY+J5wqjjCnDPMIgagBVEDrUG76wbpHlTgCin11rLg2uqbhw82ya\/mIBWVOdfRls2FM55TKglmUGK+SJCn9xvTBUHlpOVMYexHDSHu0WlHXaBKlibZkRUF1NhLZZqITzFrxiQpiudC4mbl+rm372ZTr6T4jAFqO57a8Y0BHBHBR50omXoSMnz9cl118sW9YsuU6PIcErFVz7t\/obIJWo7VdXA2SzxkMblqOxjLAr4SBNwM2MOIkfZvXVWvEtW42LQjGISrNzT9l3stTRQxWX6vJG2pD045xDhntcKc4oSjzoALGwNrYVfhpORK070ZaZALNorVtwZcKVljMcjzEBI49KCt15CC+IdAxQdLTGcYuBy56xT844D1Ayso8zWCCuCzPbyJsdunK3HCuX7gZd7HG0I7uRfFRNqyDMkYWKuwfRT5XZxQ\/t8tibL3mCBgTGCgtD+ImY10JJ24NRy4C8ie6jQRMXk7\/ONY3E25zCG6YZgsjIEjw0hZRUqgEg4EU\/LGeZTGJ3Q6c87ZzYbC7nTzzRZPIvn73QasfsxoYcH\/7hCn2bsyJ3y9+7sbKMhxzz9euvtSjGPzvz3xXnyAZNXvPZygJQ8nqOGZBUpzhUdj+F0qIAfqY2mb4kzFvVrZ6jDrq0XTIUF9CFcwHISqTaGpln0GP9KL9VIJGTMweHvV1QxvOQo5wNbG5Hs2DIaWQS5ceAwX4NFNsEh8dAejNsmvdN8xnCoQ8R0mF\/C2FURhBSseGdwuuGIQqqWuPLXjPGL9CQlzb6zUquZNkzVbacKNYqTB9G+dMZEEsz\/9KVKrK\/yGZd1HsCucOSEGP6TVlQSn519Yb9Si8Kgtoj9yNT64Qq0NfIkvnBSG2\/Jm1i43BEsr3W6EX76UOBxCuqyUK3ts3dH2nU1XAs\/gSZmF\/Ej2lP6UmB5rfyU29OGEtHRTPA\/lH4qUkSZkI9Mds15QAMZft8hQFHMCV0NERQz6QnmWMNZRLHXrhHZsqNbX0UakT7o1z2k0sTZqSnzuVnk0RFTGkGYkBvH3ywsH2kidkALWtkDUMXBkv5Z9y8TTrCdb8n4HHJG62vkghsU5UZYgarRlh\/f38kHDB1frSj8MQHhAx2J9snP4eSBd2jYso1h3e6jScJoM2JheBVGZ8NKdKvRbgZQcifrthYyw6jyfoFIpd7NWoXsX+7uJLxztD9XMj2Vr2hU4PRUA1H9Tf4URbiMWgRhwITLoWXb1bZISuIvvQqRDNvxVZieWjkBpAg0r894KfDd\/lAPo9GtEtH0XqETPemE9WsAJaKKHl+6gcPOJoJ\/je3PQIHmgYZ+K46PzMftFcZhZ+59pp0bEuvEtOW3HZczqqWhox1NP6B8czHmtI201fjM6BR\/2n4JyrATYiHFhpdA7LvjhACpAaaD2OmdAAD5ePsVtiB3wqCz\/Ye1AtgSnsjnUKMBOjt1VVExnYrZ4rXKzNC04zzTj0Yj87TjlBdV9Rx\/DVIRxq2y2xnKS7Qvrf6Auh1f8sODoqu7uCIzz9gdamZEUXmkWzUgwkCXkCLpG8PcBQHUVw3TxFXzXvv97dx1t3ymGKNLwUaSF7lYbnnP+KK3GSaD3VM\/ku4ATN\/0eFg1nus913CywrZm988HCybyTuXp38McrP1kFSGWTqr+evHku8bxq19G\/dXzmQYoCdqJOgthtqvcna\/Q8zpiGW93JXJxlqG4hSIjyAQdkbXzmoq73IeHwy4Q5VQLubJHrEpgfTMy+Z2Uz+JvyTIbMad4f5cWyp\/a9SOkA6OakR5MJooDuwd9r3iMhTrz6lN1BlF2kx52JOzEphrEc7ZLE18SZlNuThRvZFdsYnawFI0yCsKwAFGxuN2IbmNRMvd0K5cRRC1016BC6m+AUFLOz4ANn79126UMzi0OM6evpPkh332jJSfaDOIGgAr+ZAG394rp7O4q5my0x3rqtGaX5zZoR4K83cN+XnBrLw0xeJ60ZG8La3mh8xjTGqPJf+gm50T43lKVAijvjF\/CqidIHjqwTqlh3PvUSnzQQB3B5WmRFuGymUOcDFjG0X3yb27cmPun2lb68SNMb\/QYPwR6kfchRt\/22vdhWRpv9evZA7WLfA0\/jTgVxQMIWInn4SUZ+1bm61wbWktBZ4k9zDRMcW0h2HPv0cxhptEcqvaFGrwzhlaePBHwSUHJDrqYtUNgD\/0d7k+xrTIG8hOF6bmAz4X7uJg4OgsPEf71qTe+zYCeyASlWIimwrtoRkAYvLgqCiHxHa1pHjJHCAGVLx5XhTEwEmoVPLZofbjw\/bLPhHxxZ9pkQVCAppL9MnUP9w+uo8L59OwwY747DpKsYcSluUz2ycIhkbmWDt4Dh7pN6juZWLtn2xOgKwqbGs9ql6NAM2wUlZyf1p\/7SbxzLITzrd2LK3YReR\/nxqNuyFWwzszGHfhH5DWIo2w17BPZARyC0oRvouhltYyCZOAzpmXgPjbZVatXg83f25hevM5u6DrkEn8A1R08PZqcj7LFIhO1pa948hGt8FEkNGB7gsGZDY7G8XADZ7qONdZ9IvwdvyxzZHcrVkjDJ5XiEz1uNRzuDcTXSPhMr6NQDu4rw\/cmEdbwNtvOXpE6+w8YkMem3jq5vy5v3wWxiuW1zowgRiqvcd+g4QaWRIEJyfBW8mbdAFUMbjeDXJOmK+\/Db7ODmWTHDjgeLEHqVmGYXfI\/8IT6lF\/ljGS2zp1dFFqfGNAw83k4DRz7b7Xq6DXelG4lyu6ZZb0luKoPIU5YJ8IA+9uU4cxUkLjrlddIC783mW2+3JtakJ308P\/nx+NYFnnK8aIzKk8O5r1UOMd0X4wGlixx1EbPcfEX1b1nLE21z+mMvrx\/VEy3aQATkiUXeMQ5O0K5sxdP9SecdxwC\/chBvxbfjAM\/QGPGqPDBLuadvj5oiX83liYA0GjazhXhBgvQ6VXfESzI4nmYb9ZqNeRUEV8c3Wl5kySxSI3qncMPc3GbiksGMNEES3R\/zoGVqqD9eZ4SGx9UsxEwdbr0sE6iZscciaKPPkUcvlygwunksYRgJjsguISBrzbLG90tH8zRquBvINTXXungO8C0YnKe4BzMMbdfIHjShAs5MCLZq7R13qgenz0RTfsKfu1RfmKwpm5P80XwFrFUDlqwqIurFxPi6P2FPgF990plYtFdhdqzk6lG\/hOP1uMsSkE+dRfbEl2nAm17LF\/53829ukAajlLaL4zt592lBIV\/jWroBy3uhQ12Y3UdNNmi9F4l+d9ubwElk+gxXPfYWNawrkqqkpC\/NUM9XoULj\/eTtNEnpyCIl65fSYZsBpCwi3tkPb2PlMcpSyMks2Lwsc0+Gq6w+LydIYIrITJEXys9ojpuTFfvomNSK5Cap16scV0CwhB+1MVlmc5aJ4JLdtY3iuZanOfgF\/uhsT2N4IDhGZp4dVNeJl5ltNui0GEbGfz++JYbmlKFzyBzPKXuBvjvRypsPHfE1UEPx1yZ8GbaOKkWlKtS7ZAbN33qdT3mjtsbp4hCMTtI6IeDhiy0PY7\/hTQe0bfwSIw8+DzjjbN9ZV8H6f2JDIrriOhRSSYmQZqF2adb\/R8zov72mksXFJRvy9y+4WSaiuYALdVT+\/dwR9+VchD4+qOItL902xDlDHredu\/\/COck2MNZIZNQ8ApL2CF8xyK3P6wGo0lzKRDTHeOecmbOapw7AGmH4GkRLrPEoHV4wqbGYgZ4WBTuZOB8SuXMdQR+yzFTSUOaKUeHh0DaBUugSVXDCqh+O5Eq+L8WpvCTCQSB4sg1U32orUscXmB3J+ybNCywIx+yK3WYWkwqrF1BGhdSF9FsX2drPUT2\/73OBn0qO68yCewJPBMRoEXfGUTp4BZtapSwsQ+35sAuZdHqaFDLPzQlS+dTTj+Ewb26yuyCUrfbDt0osyPujgiRR3PC4+8a8tjP84U6UXb5Hg4IbA1B\/5hBMsyBOsl7\/GNx+QhXpJTbJmTQJj\/3i5Hk86Wx+GFHGybeTiosKuiDlNMvKSBBG60VHgl5TFIPXd4+RRT\/MgXQ\/lzbpLeniuRV0VawKbKHaxN\/DwO\/iDsJh79FYRcvonrzGDh7BCDHYr4JwQcEsLMjSwzA9GUY3Bq8m\/kYDGhvxeSa\/jH3LcZJds6Idz9d9xsDOVtuwwTSlCNqI8sI3EikTxm65CCtG2dfYgqqiisZXBVZNGp3eZk\/5\/wNJr1EhKt7UiVOkR7WXu+kgL3xqQ0vOn9qJZoN7+zMLhzQhWMAYuNTjsUjWho1rvHAeH0C15M2UaBfA4t91YYv3Yr+LQBkCPEUF4++fuOt5JXooHtEUv2fMjcCvOWm6JvnFD+pNr9FisRxzzGEF9+RwwKb1awCCyIDjNVK3LTzs7vE1RSiRH66jKXNMA+oKv1xDoEHPD1hAzK\/aF5aQHj\/erdgRgC6nHwID0HIXM6x\/97LEJVAkUa6AAUwY7osKQZmIHi3jX+ZK\/anVHAykCoDmyQMlF5vU43XSLKu6Y+qWNBwPYfvhj9WO3djmjrXTWdaJzJmdnSStsOAKRZYG3obo+IOJrr7zfSVnlR01iQhSB8dRMC6DeXUqkU0e1cwSejKIquOEWHCOA6H50iVT+2kIHo2MqQL36B27vMM5CZUhtBzXCPahSgDFRqRpsLGxFuNDxrR8oqG9KGlZPMf9rYjMUNJ9CSbhlypZEswamOChVymfgkN+0BXS6WFsPdo\/7XXPzYtA2S+JdMyhjxPKrTdOxNHni7syxLr+aF7QQDP5WF1gGOV+hv2zyq2PRrt3P0EktNlyz2wd5f+4HbJ5+MT54FdqPoqHjc\/YOnMD\/h7DUcFYjiSEbem0WNCQdEb8r2Lda0Iu3HAP8ubHEWmNDNuHpBXtPPlutiszuQUYSiu4iKhIdtpGyirgzNOeC0vmdXd4Hghhy8reP0d5eI3dLqRWXJN39h9l4shW5AzQg38Yg5PyZiwX9odeoGBLRduxGRPZym+7oJ6hCQOrDHODYJHA7f02wjR0XBZDffyfsCa91lIoJFLCftz0JJw8moodlJQ6Ec1acra0CflmXZK+qW\/uodDQr+6XS8iVugdtG7Q5FPBV1BXl0meoqJLnwWdBlwKvQV628HsXZs5XWS5qNvQWSroh4zQA+MSQAx+RM7Vkst5P3YsKzVm8EzTsBWNq464a2+MsMsa6jw2SiB61CsHy+0mzj1mXlrhyuCgQ7tXhfdp4c5XsIRnPosOZUDn26KXJoWr3Cy1B2Hfq07CtsRIl\/9BnEPUOqyCa5BWKa33EB6E2krEr3aga+QXXKWjriizdLT9mRnSNYiiyxJSPommWIycaldlANaik1mRekUdaFBjVruhKwb6ycp7eeI\/IlQZ2GCKLZg4fvVVuwVkZ+8h7iXj4goGCZy6MC9Ij5r3yOwiGXXMqaUkUvcK7OBj2JWPXBF8K2RbVLwGhIR5qq4\/Yx10+sL79pnefOvn+Eeqtefe3inl95V5fGH4kcvForhJMyTdl9H8F+bN4lVPO2SQzjVOB21grFSat2fbErqo1B+1XHsThh6bZUhJRIVubgkbkQ5GL3TH2iwHiUZZm7PUzNGZO6aAJ+MAjeKzJXOqCMCibkZKs0LITEAuoIUXzjOKpVF83pFUTbnJOJ5LnpQbFbqIKyEU8D4QcwZRCRE3TW9H3+c0idxINmxHPwLyuB2NvWKRAXOsIPQgJjEX80VwamsOKSWoW\/8U3+33MeRURjP3S2ZMsIqNHWpnqML1CF8Vaj\/wd7XO52XoTuZAwr8RNMuOxUBbsb6gv1ZX0eHFGSI+TExhQr6I1C96TcKyBJrjwkzl7EcdHenj\/Nw5fJu6zAB2dhYgio42CDCfHgfHLqAjX1aGPOwn7gGGYpEwoYxL8e9Gxzg01BEMyNuO5z\/+FFLMvQb1DXi3zHBotcvyPy1SWtaIrulq3THjk1gZrvC3tCFACf2k7btc0uXMmB9Vg19c0lgzh8tpw8fJHehSr0LQmqUhYBDaMPOUvJ28R882gLiQsepGmPchi0T0wEqSSvUeC32bM5FwtJHnPKko8JgeLUlRsVGFTfz6Nk7WXGIP5n7qm59IBytSHA+ReQspEliHpQMTIswkKXpWABvoyFmySaCIDGF+ZEv1AsfGZKPYNO63yBqnXgzrm4qCnR93hqYIDPmoQRCUSRgAoApZO7nRyUL35NuRmhi+xWsaIqxTsdyh65IaBlGVVWbOmhFt1i\/0EfJeM4D9Lqn5R0zRoenZaK4uMDhmxbdIljRhUESMX3IeQUielmf3q7MB57aLnWbz9LdooXFFwB1Z8XLJPiQgVEM+sbj4\/tqGpEmXCJ+x4Ek+PMplmbESw6bevE81kYVaDQIG6WGN5zLFCvzvAzqwfrMMteo7wHnGeBIN0s+P9UVyzeQb\/vrAE1YAmtmBJzz6bgRiw5I44RX6BTezRRWOQMHi8pU6lYGOW\/9Bs1D5iFvG3B91NUUU5A1NHPIRCa2ntQL8oOxWNP2tewQg9kPT5ZHaBsc5RPfVrboZcPMk1wcd0lUJ0H1BZf+l2LeRWX5hU7oj+6FpMUfVwPyAi4tPjTRY\/SU78C7mJxo8yfjUX64lMJdYH2UU3oeWqmAmfio0slrd3zyLipuDVgpC1g5ecpyosfXxiV9uezOVchGM8GZ\/N5bfxhN8R0hKgfdRAOrIJMskr+Tk6c32zaMKlGtk3J+VqM+tSsh2neznx\/leDRTkbXXqQMX6X3EhU9ZG81VZKGg1tw72fxG1VKYl4lkS594LjDQU3M+rVbHCwP7SejQrTpnO+9N9\/IF5MnuRj5P9FZFjlo7SsR3B9+i8spGmxrsWsIAKJCFmckgyGnxJWQd\/hoy+PR8FhhWXCyo6X6kxnRlC3vyzyzyiB27wF+eJETfRebWLrCaNRRP4GSh63oOkC1FBs3YsqHxVwdJGw9YGNMa26OLI\/rFbSZUPSwYYIW75dKCNpessxDfGs5tH+d7xhIAez7Dq9eNWcDvzDdZ0w09oK","iv":"96aa69fb3c86bd68afae85e5722bef6d","s":"5d1ae06665f54caf"}
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