A Study on Consumer Perception for Celebrity Advertisement on FMCG.

• Main Authors: T. Rajamohan, N. Kumarasamy
• Format: Article
• Language: English
• Published: Africa Development and Resources Research Institute (ADRRI) 2014-12-01
• Series: Journal of Arts and Social Sciences
• Online Access: https://journals.adrri.org/index.php/adrrijass/article/view/106

The celebrities have the capacity to attract the attention of the audience and thereby indirectly influence the customers to enhance the sale of a product. It is a powerful communication force and a vital marketing tool helping to create awareness. The star appeal however needs to be perfectly blended intelligently and strategically to reap the benefits and make brands. The cause and effect relationship between celebrity endorsement and brand loyalty is analyzed. The aim of the study is to assess consumer’s perception regarding to use celebrity endorsement in advertisements. The Indians idolize their favorite actors and cricketers. The sample size is 200 were collected from male and female attitude towards celebrity advertisement. The celebrity advertisement could be more effective provided it is featured in television media that too in musical channel. The result of the study leads to the conclusion that the perception towards celebrities is positive.