Which spokesperson is

most credible for a brand?

Online survey of nine global

markets, April 16–30, 2018

Technical expert

60%

Academic expert

59

A person like yourself

59

NGO rep.

50

Financial ind. analyst

48

Successful

entrepreneur

47

Employee

43

Journalist

41

CEO

40

Board of directors

37

Govt. official

/regulator

37

Celebrity

28

Which spokesperson is

most credible for a brand?

Online survey of nine global

markets, April 16–30, 2018

Technical expert

60%

Academic expert

59

A person like yourself

59

NGO rep.

50

Financial ind. analyst

48

Successful

entrepreneur

47

Employee

43

Journalist

41

CEO

40

Board of directors

37

Govt. official

/regulator

37

Celebrity

28

Which spokesperson is

most credible for a brand?

Online survey of nine global

markets, April 16–30, 2018

Technical expert

60%

59

Academic expert

A person like yourself

59

50

NGO rep.

Financial ind. analyst

48

47

Successful entrepreneur

Employee

43

41

Journalist

CEO

40

Board of directors

37

Govt. official/regulator

37

Celebrity

28

Which spokesperson is most credible for a brand?

Online survey of nine global markets, April 16–30, 2018

Technical expert

60%

59

Academic expert

A person like yourself

59

50

NGO representative

Financial industry analyst

48

Successful entrepreneur

47

Employee

43

Journalist

41

CEO

40

Board of directors

37

Govt. official/regulator

37

Celebrity

28

Which spokesperson is most credible for a brand?

Online survey of nine global markets, April 16–30, 2018

Technical expert

60%

59

Academic expert

A person like yourself

59

50

NGO representative

Financial industry analyst

48

Successful entrepreneur

47

Employee

43

Journalist

41

CEO

40

Board of directors

37

Govt. official/regulator

37

Celebrity

28