The Barbadian singer is more marketable, according to NPD Group, a Virginia-based research, marketing and trends analysis firm.
The company operates in 20 countries, interviews 12 million consumers a year and monitors consumer purchase data from over 165,000 stores,” according to its Web site.
Although Beyoncé is more identified with quality and luxury, Rihanna, 27, has more options for endorsement deals than Beyoncé, Usher or Jennifer Lopez. The finding is based on an analysis of 92,000 self-reported consumer surveys, the company said.
Rihanna, it said, would best represent Jeep because people like her music also have like Jeep vehicles. Beyoncé’s fans show a marked preference for Porsche, the company’s Vice President Barbara Zack told Forbes.
But Rihanna isn’t totally down market. Her fans also favor Gucci and Guess, just like Beyoncé’s.
At the 57th Annual Grammy Awards last February, Beyoncé was nominated for six awards, ultimately winning Best R&B Performance and Best R&B Song for “Drunk in Love.”
Rihanna has been on a three-year hiatus after producing seven top-selling albums in seven years. She’s been working on eighth studio album, Anti, for more than a year.
The first single from the album, “FourFiveSeconds”, featuring Kanye West and Paul McCartney, was released a year ago in January.
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