Influence of celebrity endorsement on purchase intention of fmcg products with special reference to endorsements by film stars Babu Shabna1, Dr. Sajikumar K.B.2, Dr. Vineeth K.M.3 1Assistant Professor on Contract Aquinas College, Edakochi Ernakulam, Kerala. Email: shabnababu1991@gmail.com 2Assistant Professor of Commerce Maharaja's College, Ernakulam, Kerala. drsajikumarkb@gmail.com 3Assistant Professor of Commerce Maharaja's College, Ernakulam, Kerala. EMAIL: vineeth@maharajas.ac.in Online published on 20 September, 2018. Abstract 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. Top Keywords Celebrity Attractiveness, Celebrity Endorsement, Celebrity Expertise, Celebrity Trustworthiness, Consumer Perception. Top |