During a May 2023 survey among the general population of selected countries worldwide, 64 percent of respondents said that scientists or academic experts would be the most credible brand spokesmen/women or ambassadors. Another 61 percent stated that an ordinary voice similar to theirs would be the most credible, while 53 percent believed that a brand technical expert would make the best match for this role.
The most credible types of brand representatives according to consumers from selected countries worldwide as of May 2023
Among respondents from 14 countries: Brazil, Canada, China, France, Germany, India, Japan, Mexico, Saudi Arabia, South Africa, South Korea, UAE, UK, U.S. The sample size varies by country.
Supplementary notes
The type of the survey was not specified in the source.
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Edelman. (June 16, 2023). The most credible types of brand representatives according to consumers from selected countries worldwide as of May 2023 [Graph]. In Statista. Retrieved October 14, 2024, from https://www.statista.com/statistics/1425567/brand-representatives-credible-types/
Edelman. "The most credible types of brand representatives according to consumers from selected countries worldwide as of May 2023." Chart. June 16, 2023. Statista. Accessed October 14, 2024. https://www.statista.com/statistics/1425567/brand-representatives-credible-types/
Edelman. (2023). The most credible types of brand representatives according to consumers from selected countries worldwide as of May 2023. Statista. Statista Inc.. Accessed: October 14, 2024. https://www.statista.com/statistics/1425567/brand-representatives-credible-types/
Edelman. "The Most Credible Types of Brand Representatives According to Consumers from Selected Countries Worldwide as of May 2023." Statista, Statista Inc., 16 Jun 2023, https://www.statista.com/statistics/1425567/brand-representatives-credible-types/
Edelman, The most credible types of brand representatives according to consumers from selected countries worldwide as of May 2023 Statista, https://www.statista.com/statistics/1425567/brand-representatives-credible-types/ (last visited October 14, 2024)
The most credible types of brand representatives according to consumers from selected countries worldwide as of May 2023 [Graph], Edelman, June 16, 2023. [Online]. Available: https://www.statista.com/statistics/1425567/brand-representatives-credible-types/