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Celebrity endorsement of products doesn't necessarily translate into sales as consumers are tiring of the "cult of celebrity", new research from Datamonitor claims.

Datamonitor consumer market senior analyst and author of the study Richard Parker said brands shouldn't "use celebrity endorsement as an alternative to a solid product".

"It may get people's attention so they pick it up in store, but it doesn't necessarily translate into people buying the product," he said.

The report blamed reality television, gossip magazines and the Internet for consumer's celebrity hunger and the explosion of celebrity endorsed consumer packaged goods.

But Datamonitor claimed "celebrity fatigue" is now emerging and consumer cynicism is growing about celebrities' intentions when they endorse multiple products.

In his report Parker highlights a new trend towards turning the brand itself into the celebrity and giving it a personality of its own like Apple's iPod and iPhone.

Datamonitor's advice to marketers is that celebrity campaigns are based on a strong brand message or story and that the celebrity matches the product in personality.