A study on the impact of celebrity endorsement on fast moving consumer goods
Dr .A. Ramasethu
, Swetha. M
Celebrity Endorsement, Brand Switching, FMCG, Consumer Behavior, Marketing Strategy.
In the highly competitive Fast-Moving Consumer Goods (FMCG) sector, brands constantly seek innovative ways to capture consumer attention. Celebrity endorsement has emerged as a powerful marketing tool to influence consumer behavior and facilitate brand switching. This study explores how the attributes of a celebrity—such as trustworthiness, expertise, and attractiveness—impact a consumer's decision to shift from their regular brand to a competitor's offering. Through an analysis of consumer perceptions, the research evaluates the effectiveness of celebrity-led campaigns in the FMCG industry. The findings suggest that while celebrity endorsements enhance brand recall, brand switching is heavily mediated by product quality and perceived value. This paper provides insights for marketers on optimizing celebrity-brand fit to drive market share growth.
"A study on the impact of celebrity endorsement on fast moving consumer goods ", JETNR - JOURNAL OF EMERGING TRENDS AND NOVEL RESEARCH (www.JETNR.org), ISSN:2984-9276, Vol.4, Issue 4, page no.c762-c765, April-2026, Available :https://rjpn.org/JETNR/papers/JETNR2604362.pdf
Volume 4
Issue 4,
April-2026
Pages : c762-c765
Paper Reg. ID: JETNR_234130
Published Paper Id: JETNR2604362
Downloads: 00017
Research Area: Commerce All
Country: Tirupur , Tamil nadu , India
ISSN: 2984-9276 | IMPACT FACTOR: 9.87 Calculated By Google Scholar | ESTD YEAR: 2023
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.87 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: RJPN (IJPublication) Janvi Wave
