A Comparative Study of Influence of Celebrity Endorsements by Film Stars and Sportspersons with Special Reference to FMCG Products
| Vol-3 | Issue-08 | August 2018 | Published Online: 07 August 2018 PDF ( 400 KB ) | ||
| DOI: https://doi.org/10.5281/zenodo.1341817 | ||
| Author(s) | ||
Dr Noushad PM
1;
Dr Sajikumar KB
2;
Dr Vineeth KM
3
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1Assistant Professor of Commerce, Maharaja’s College, Ernakulam, Kerala (India) 2Assistant Professor of Commerce, Maharaja’s College, Ernakulam, Kerala (India) 3Assistant Professor of Commerce, Maharaja’s College, Ernakulam, Kerala (India) |
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| Abstract | ||
The role 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 film stars in comparison to sportspersons. Attractiveness trustworthiness and expertise have been positively perceived by the consumers w.r.t. sportspersons but it is not the same for film stars. Paired test for comparison is used to infer on the data along with regression coefficients. |
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| Keywords | ||
| Attractiveness, Celebrity Endorsement, Consumer Perception, Expertise, Trustworthiness | ||
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