CELEBRITY ENDORSEMENTS IMPACTS ON BRAND IMAGE: THE CASE STUDY OF FAST-MOVING CONSUMERS GOODS (FMCG) INDUSTRY IN PAKISTAN

Abstract

The study investigates the endorsements of celebrities in advertising and brands' impacts on the Brand image in the FMCG Sector of Pakistan. Celebrity endorsements are the source or medium through which credible personalities endorsed the brands for customer attraction and it has a significant impact on brand image. Celebrity endorsements are a tool for marketers and advertisers to promote their brands and consider the brand image. The primary research was conducted in FMCG Sector to examine the factors of endorsements of celebrity impacts on Brand image. The Quantitative research was conducted through survey forms filled out by the 385 respondents who are using the FMCGS brand and also watching the Advertising and various endorsements of celebrities. The consumers of FMCG organizations including Nestle and Unilever are being targeted in data collection. The collected response was analyzed based on SPSS Software and reliability testing has performed. After confirming the reliability of the scale and tool correlation an analysis of regression was conducted to estimate the results. The correlation analysis describes there is a significant relationship between Celebrity Attractiveness, Celebrity matching, Celebrity Expertise, and Celebrity Trustworthiness with Brand image in FMCG organizations. The regression analysis performed to check the hypothesis and research results reveal that there is a significant relationship and impact of Celebrity Attractiveness, Celebrity matching, Celebrity Expertise, and Celebrity Trustworthiness on brand Image in the FMCG industry in Pakistan. The investigation is beneficial for salespersons and publicists to promote brands and endorsed brands with celebrities to enhance brand image and create customer attraction.