People endorse products and services yet never patronize those products and services.
It is only a naive and inexperienced person who would put all his trust and confidence in endorsement at the expense of acceptance. Acceptance is superior to endorsement.
You can be endorsed and not accepted. And you can be accepted without endorsement.
In 2012 at a lavish news conference, Glo Mobile Ghana officially launched its operations in Ghana and followed this with massive celebrity endorsement. But this never translated into acceptance of their product.
In fact, this had little impact on the Ghanaian market compared to the other telecommunication companies.