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

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. Attractiveness and expertise have been positively perceived, whereas trustworthiness perception is found to be moderate. Socio economic factors are not found to have any significant association with the perception except in the case of expertise and education level of consumers.