There's been a lot of media buzz about Mitt Romney receiving two rather different Hollywood endorsements yesterday, from Dirty Harry star Clint Eastwood and retired porn actress Jenna Jameson
Eastwood joined Romney onstage at an LA fundraiser: "He's going to restore a decent tax system that we need badly so that there is a fairness and people are not pitted against one another of whose paying taxes and who isn't."
Jenna Jameson made her endorsement less formally, from a strip club in San Francisco: "I'm very looking forward to a Republican being back in office. When you're rich, you want a Republican in office."
Do celebrity endorsements help? That seems to depend on whether the celebrity is a good match for the brand they endorse. A study published in June found that celebrity endorsements help when they're a good fit. But when they're a bad match for the brand, it gets associated with the celebrity's negative traits.
On that basis, the Eastwood endorsement is good for Romney, since Clint's traits of gravitas, moral seriousness, and business acumen line up with positive aspects of Romney's image. But Jenna Jameson, not so much.
Via Politico, NY Daily News, and Time