????《財富》(Fortune)全球最受贊賞公司榜單(WMAC)是最具權威性的公司聲譽衡量指標。在選擇品牌代言人時，這些公司往往最青睞那些魅力四射的俊男靚女，這種傾向不足為奇。Q分值公司(Q Scores Company)以發(fā)布消費者與名人和其他人物的情感聯(lián)系數(shù)據(jù)著稱。應《財富》邀請，這家調(diào)查公司為我們提供了與多家WMAC前50強公司有關聯(lián)的“品牌大使”的Q分值。這家公司的執(zhí)行副總裁亨利?謝弗表示，高Q分值意味著信任，正直，可信度和強大的情感紐帶。（謝弗說，一位典型的名人能夠被大約30%的人認出，而在那些認識這位名人的人群中，大約16%的人聲稱，他或她是自己最喜愛的明星。）?????

????Fortune's World's Most Admired list is the definitive measure of corporate reputation. So it should come as no surprise that when Most Admired companies use celebrities to represent their brands, they tend to select some pretty high-wattage individuals. Fortune asked the Q Scores Company, which produces data on consumers' emotional connections with celebrities and other figures, to provide Q Scores for "brand ambassadors" associated with several of the companies on the WMAC Top 50 All-Stars list. A high Q Score, says Henry Schafer, executive vice president of the company, implies trust, integrity, believability and strong emotional bonds. (The typical celebrity, Schafer says, enjoys awareness from about 30% of the population, and of those who are aware of the celebrity, about 16% say that individual is a favorite personality.）