Donald Trump has spent decades building golden armor around the family name’s brand, putting his name on casinos, condos, steaks and even vodka. But as a nasty presidential election season winds to a close, it appears that golden halo appears to be dimming with consumers.

Morning Consult, a polling and market research company, surveyed a national sample of 1,983 registered voters, and it found nearly four out of ten voters said that Trump’s campaign for president would make them “less likely” to buy Trump-related products. Only 17% said it made them more likely.

The survey also found that 46% of Americans said they wouldn’t stay at a Trump-branded hotel, compared to 39% who said they would. In comparison, 76% of respondents said they would be willing to stay in a Marriott hotel.

Less than a quarter of women said they would be willing to buy clothes under a brand cultivated by Trump’s daughter Ivanka. Almost six in ten women said they would not.

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