Index: Michael Vick's appeal, trust plummets among U.S. consumers

(PRLEAP.COM) DALLAS — Michael Vick’s reputation has been sacked. According to the Davie Brown Index (DBI), which measures a celebrity’s reputational elements, over the last 30 days, the Atlanta Falcons quarterback has seen his likeability, trust, and influence nosedive – dropping 22, 19, and 12 points, respectively.

Even more striking is the sharp decline in his endorsement and aspiration scores, which dropped 26 and 24 points, respectively, in the last month, according to the DBI.

"It’s a dramatic example of how a single major event impacts public opinion," said Jeff Chown, president of Davie Brown Talent, the agency that developed the DBI. "As the numbers show, his reputation has sustained significant, perhaps irreparable damage."

During the same period, Vick’s overall awareness among U.S. consumers has jumped from 32 percent to nearly 60 percent.

"People who’d never heard of Michael Vick are now aware of him," said Chown. "But it’s not for his on-field success."

Of the 1,000 celebrities in the DBI database, Vick currently ranks last in every attribute.

The Davie Brown Index® (DBI) is an independent index for brand marketers and agencies that determines a celebrity’s ability to influence brand affinity and consumer purchase intent. The DBI provides brand marketers with a systematic approach for quantifying and qualifying the use of celebrities in marketing campaigns by evaluating a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on consumer buying behavior.

Created by Dallas-based celebrity talent-buying agency Davie Brown Talent, the DBI includes more than 1,000 celebrities and is powered by a 1.5 million-member domestic research panel. Respondents evaluate celebrities along eight key attributes: Appeal, aspiration, awareness, endorsement, influence, notice, trendsetter, and trust.

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