Effects of Celebrity Endorsement on Consumer Product Evaluation In Attitude Formation

Abstract

Consumers are persuaded through various types of advertisements, namely, informative advertisements, persuasive advertisements and reminder advertisements. Celebrity endorsement is one of the most popular forms of advertising strategy that has been integrated into all categories of ads. Marketers invest a considerable amount of money in celebrity endorsement strategies for grabbing the attention of consumers. There is an extensive need to explore celebrity endorsement's influence on consumer behavioural aspects such as perceptions, attitudes, and intentions. The study focuses on identifying the effect of the celebrity endorsement process, including celebrity source credibility, celebrity match up, and celebrity meaning, on consumer product evaluation (CPE), leading to attitude formation and purchase intention. The study adopted both deductive and inductive approaches of research. The quantitative research method was adopted for investigating research questions. The study further implements descriptive research to acquire the existing status of the advertising market, like the role of celebrity endorsement while promoting FMCG brands in real situations. A survey method was employed for collecting primary data with the aid of self-administered questionnaires. Mixed sampling techniques were used for the present study, i.e., probability and non-probability sampling. The individual samples were selected from tier-1 metro cities, namely, Bangalore, Pune, Ahmedabad and Mumbai. Stimuli sampling was performed using judgement sampling under the different product categories of FMCG (Fast Moving Consumer Goods). CFA (Confirmatory Factor Analysis) was performed using SEM (Structural Equation Modelling) to measure inter relationship among the variables. The study further analyzed theoretical model through structural models and thereby testing of hypotheses. The celebrity endorsement process includes celebrity trustworthiness, celebrity expertise, celebrity attractiveness, perceived fit and symbolic appeal. Celebrity symbolic appeal emerged as the most significant predictor of CPE among all five celebrity endorsement processes. CPE has a substantial influence on ATB (Attitude Towards Brand). The mediating role of CPE was also analyzed while identifying the impact of the celebrity endorsement process on ATB. ii For FMCG brands in India, marketers must consider celebrities' symbolic appeal (status, class, gender, age, personality, and lifestyle) as the most critical attribute influencing CPE leading to attitude formation. The study has proposed and tested a new theoretical model considering celebrity trustworthiness, celebrity expertise, celebrity attractiveness, perceived fit, and symbolic appeal as the affective responses from FMCG buyers. CPE is cognitive responses influenced through celebrity endorsement processes. The present study attempted to examine the effect of affective and cognitive responses on attitude formation of Indian FMCG consumers. The study brings out theoretical contributions to justify the association between variables that may affect the success and failure of celebrity endorsement strategy.