In a new study conducted by Knowledge Networks, it was reported that celebrity endorsements may not be worth all of the hype especially the multi-million-dollar rising star endorsements we see coming out of the sporting goods industry.
The report stated that Michael Jordan still has the biggest hand in opening consumers pocketbooks when it comes to celebrity endorsements. Twenty-six percent of respondents say they are more likely to buy a product endorsed by Jordan, compared to 19% for Tiger Woods and 18% for Lance Armstrong. 34% of those surveyed do not know who LeBron James is.
While athletes may not spur consumer spending, they clearly earn respect among the American people, another fact which may be of interest to Kobe — and Nike.
Sixty-four percent of those surveyed said that Armstrong, Jordan and Woods have earned their admiration. This admiration is not just earned because of athletic achievement, with 62% saying that the athletes actions in their private lives are just as important.
The report went on to say that while only 9% of the people surveyed felt an endorsement from Kobe Bryant would make them more likely to buy a product, 22% felt such an endorsement would make them less likely.
>>> And he seemed like such a nice boy…
