Does celebrity endorsement affect customers ’purchase intention? analysis of findings from Delhi and NCR

Abstract

The present world of marketing has become colourful with advertisements and it becomes an uphill task for the designer of an advertising campaign to differentiate itself from others and attract viewer's attention. Companies are signing contracts with celebrities with the hope that their popularity and credibility can attract more customers and therefore celebrity endorsement becomes a universal feature of modern marketing. The present paper investigates the impact of celebrity endorsement on customers buying intention in Delhi and NCR. A sample of 192 customers using FMCG products has been selected for the study. Data have been collected through questionnaires designed on a five point Likert scale. Linear regression has been used as the statistical tool to measure the impact of celebrity endorsement on customer's purchase intention. The study has taken celebrity attractiveness, celebrity trustworthiness, celebrity meaningfulness, celebrity likeability, and celebrity expertise as the dimensions of celebrity endorsement. The analysis of the data revealed that there is a significant impact of celebrity endorsement on the purchase intention of customers using FMCG products in Delhi and NCR.