SILICON VALLEY: US consumers rate Democratic Presidential hopeful Barack Obama as more appealing, trustworthy, and influential than party rival Hillary Clinton and Republican frontrunner John McCain.
According to data released by the Davie Brown Celebrity Index (DBI), an independent index typically used by brand marketers to determine a celebrity's ability to influence consumer purchase intent, Obama's score in "trust" is 12 points higher than McCain and Clinton.
Obama, who is seeking to make history by becoming the country's first African-American president, also scored 15 points more than Clinton and McCain in the DBI's "appeal" attribute.
"In terms of appeal and trust, in the minds of US consumers, comparing Obama to Clinton is like comparing Tom Hanks to Martha Stewart," said Jeff Chown, president of Davie Brown Talent, which works with major brands to identify and sign celebrities for endorsement deals.
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