The main beneficiary of a celebrity endorsement of a charity is the celebrity, rather than the charity.

This is the finding of a poll of more than 1,000 people carried out by professors of sociology at the University of Manchester and the University of Sussex. This indicated that celebrities were ineffective at raising awareness of charitable causes, but that the link with the causes raised valuable awareness of the celebrities, with the appearance of altruism making them more popular with the public.

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