Consumer Perception towards Celebrity Endorsement in FMCG Products: A Study with Special Reference to Endorsements by Sportspersons

The importance of the celebrity spokesperson can be multiple and not necessarily mutually exclusive, such as Testimonial, Endorser & Spokesman. Psychology literature has identified three dimensions of source credibility, in particular when the source is an individual; trust, expertness and attractiveness. The present study empirically examines the consumer perception towards FMCG endorsements by sportspersons. Attractiveness trustworthiness and expertise have been positively perceived by the consumers. The socio economic factors are not found to have any significant association except education and region in the case of expertise; and education alone in the case of trustworthiness.