Influence of celebrity endorsement on purchase intention of fmcg products with special reference to endorsements by film stars

Celebrity endorsement has been the most adopted advertising strategy by different brands. The concept of celebrity endorsement has its origin in Psychology. According to McCracken (1989), a celebrity endorser can be defined as, “any individual who enjoys public recognition and who uses this on behalf of a consumer good by appearing with it in an advertisement.”Scale developed by Ohanion (1990) on Attractiveness, Trustworthiness and Expertise has been used to collect data. Data are analysed using both descriptive and inferential statistics. One sample t test, Independent sample t test, one way ANOVA, Correlation and Regression are applied to test the relevant hypotheses. Consumer perception is found to be relatively high and significantly correlated with purchase intention.