A Study On The Impact Of Celebrity Endorsement On Purchase Intention Of Consumers In The Context Of Fmcg Products

The research area of celebrity endorsement and its impact on consumers’ purchase intention has always drawn a considerable attention to the domain. This study aims to add a relevant research output to the domain in the context of FMCG products which is a new addition to the existing literature. The study has used an empirical approach of 200 sample respondents and mostly respondents are from northern part of India. It uses celebrity endorsement ( CE ) as independent variable ( IDV) and purchase intention (PI) as dependent variable. This study is based on the respondents’ immediate attitude or thinking about the impact which has been measured through an adapted questionnaire of opinion-based scales. The finding has resulted into positive effect of CE on PI although the proportion of variance in the PI that can be explained by the CE has been found weak , although statistically significant. The study has further suggested to explore more variables which can better predict purchase intention than celebrity endorsement in the context of FMCG product purchase. Keyword : Celebrity endorsement ; purchase intention; linear regression ; statistically significant; FMCG products; consumer The research area of celebrity endorsement and its impact on consumers’ purchase intention has always drawn a considerable attention to the domain. This study aims to add a relevant research output to the domain in the context of FMCG products which is a new addition to the existing literature. The study has used an empirical approach of 200 sample respondents and mostly respondents are from northern part of India. It uses celebrity endorsement ( CE ) as independent variable ( IDV) and purchase intention (PI) as dependent variable. This study is based on the respondents’ immediate attitude or thinking about the impact which has been measured through an adapted questionnaire of opinion-based scales. The finding has resulted into positive effect of CE on PI although the proportion of variance in the PI that can be explained by the CE has been found weak , although statistically significant. The study has further suggested to explore more variables which can better predict purchase intention than celebrity endorsement in the context of FMCG product purchase. Keyword : Celebrity endorsement ; purchase intention; linear regression ; statistically significant; FMCG products; consume