In this part, the foreword to the general analysis thesis is provided. The main words and variables used in the analysis are presented in this part. A detailed guide to ads and the role of celebrity endorsers in advertising starts the portion. The next section analyses the FMCG industry in India. This was followed by an introduction to celebrity endorsement, discussing the role of celebrity endorsement in consumer purchasing decisions. The following parts focus on the issue statement, the context for analysis, aims, theories, shortcomings, and the portion's organization.

1. IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMERS
IN SUB-URBAN CITIES OF KARNATAKA
(WITH SPECIAL REFERENCE TO FMCG)
THESIS SUBMITTED TO BHARATHIAR UNIVERSITY IN PARTIAL FULFILLMENT
OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY IN
COMMERCE
By
NARENDRA K
Registration No.Ph.D-CB-DEC2014-0671
Under the Guidance of
Dr. H. S. ANITHA, M.Com., Ph.D.,
Registrar (Evaluation), Professor & Dean,
Department of Studies in Commerce
Davangere University, Davangere, Karnataka
CENTER FOR RESEARCH AND EVALUATION
BHARATHIAR UNIVERSITY, COIMBATORE – 641 046
TAMILNADU, INDIA
JANUARY 2021

2. Certificate

3. CERTIFICATE
This is to certify that the thesis entitled “Impact of Celebrity Endorsement on
Consumers in Sub-urban cities of Karnataka (with special reference to FMCG)”,
submitted to the Bharathiar University, in partial fulfilment of the requirements for the
award of the Degree of DOCTOR OF PHILOSOPHY IN COMMERCE is a record of
original research work done by Narendra K. during the period 2015 to 2019 of his study
in the Research & Development Centre, Bharathiar University, under my supervision and
guidance and the thesis has not formed the basis for the award of any Degree / Diploma /
Associate ship / Fellowship or other similar title to any candidate of any University.
Date:
Counter signed Signature of the Guide
Director
Centre for Research and Evaluation
Bharathiar University, Coimbatore

4. Declaration

5. DECLARATION
I, NARENDRA K hereby declare that the thesis, entitled “IMPACT OF
CELEBRITY ENDORSEMENT ON CONSUMERS IN SUB-URBAN CITIES OF
KARNATAKA (With Special Reference to FMCG)”, submitted to the Bharathiar
University, in partial fulfilment of the requirements for the award of the Degree of
DOCTOR OF PHILOSOPHY IN COMMERCE is a record of original and
independent research work done by me during 2015-2020 under the Supervision and
Guidance of Dr. H.S. ANITHA M.Com., Ph.D., Professor, Department of Commerce,
Davangere University, Davangere, Karnataka and it has not formed the basis for the
award of any Degree/Diploma/Associateship /Fellowship or other similar title to any
candidate in any University
Date: Signature of the Scholar

6. Certificate of Genuineness of the
Publication

7. CERTIFICATE OF GENUINENESS OF PUBLICATION
This is to Certify that Ph.D Candidate Mr.Narendra.K Working under my
supervision has published a research article in the refeered journall named Celebrity
Endorsemnt and purchase intention:acase study on Suburban Cities of Karnataka with
Vol.No.6-Issue-2Page nos 15-21 and year of Publication 2019 published by International
Journal of Management and social science reserch review, the contents of the pubication
incorporates part of the result Presented in the thesis
Signature of Scholar Research Supervisor

8. CERTIFICATE OF GENUINENESS OF PUBLICATION
This is to Certify that Ph.D Candidate Mr.Narendra.K Working under my
supervision has published a research article in the refeered journall named A Study on the
persuade of celebrity Endorsment on Advertisement in Suburban Cities of Karnataka
with Vol.No.6-Issue-6Page nos 257-260 and year of Publication 2019 published by
Journal of Emerging Technogiesand Invoative Reseasrch, the contents of the pubication
incorporates part of the result Presented in the thesis
Signature of Scholar Research Supervisor

9. Certificate of Plagiarism Check

13. Acknowledgement

14. ACKNOWLEDGEMENT
It is a humbling experience to acknowledge those people who have, mostly out of
kindness, helped along the journey of my Ph.D. I am indebted to so many for
encouragement and support.
Firstly, I would like to express my sincere gratitude to my Supervisor
Dr. Anitha H.S., M.Com., Ph.D., Professor and Dean, Department of Commerce,
Davangere University, for the continuous support of my Ph.D study and related research,
for her patience, motivation, and immense knowledge. Her guidance helped me in all the
time of research and writing of this thesis. I could not have imagined having a better
supervisor and mentor for my Ph.D study. Additionally, special thanks go to
Dr. Manjunatha S., M.A. (Economics), Ph.D., Assistant Professor, Government First
Grade College and Sri. S. Harish S. MBA., M.Sc., Mathematics, MCA, Visiting
Professor, Surana College, Bangalore for their continuous support to complete my
research work.
Finally, I would like to thank my family to whom I owe a great deal. To my
mother Smt. Rangamani, B.H., thank you for conference and support. To my brother
Sri. Somashekar Gowda, K., thank you for your support. And finally, the one person
who has made this all possible has been my father Late. Karigowda K. for showing me
that the key to life is happiness.
I owe my deepest gratitude towards my better half Smt. Divya Ramu for her
eternal support and understanding of my goals and aspirations. She infallible love and
support has always been my strength. Her patience and sacrifice will remain my
inspiration throughout my life. Without her help, I would not have been able to complete
much of what I have done and become who I am. It would be ungrateful on my part if I
thank Divya in these few words. I would like to thank all my colleagues, with whom I
have shared moments of deep anxiety but also of big excitement.
Narendra.K

15. Table of Contents

16. TABLE OF CONTENTS
Certificate …………………………………………………………………………......…..i
Declaration ……………………………………………………………………….....……ii
Certificate of Genuiness of the Publication ………………………………………......… iii
Certificate of Plagarisum Check ………………….………………………………......…..v
Acknowledgement ………………………………………………………………….....…vi
CHAPTER 1 ....................................................................................................................... 1
INTRODUCTION .............................................................................................................. 1
1.1: Introduction .......................................................................................................... 1
1.2: Sponsorship on Advertising and Celebrities ........................................................ 1
1.3: FMCG in India ..................................................................................................... 4
1.4: Statement Problem................................................................................................ 6
1.5: Scope of the Study................................................................................................ 6
1.6: Framework of the Study....................................................................................... 6
1.7: Research Objectives ............................................................................................. 7
1.8: Research Hypothesis ............................................................................................ 8
1.9: Limitations............................................................................................................ 8
1.10: Organization of Chapters.................................................................................... 9
CHAPTER 2 ..................................................................................................................... 11
REVIEW OF LITERATURE ........................................................................................... 11
2.1: Introduction ........................................................................................................ 11
2.2: Reception of Advertisements by Consumers ..................................................... 11
2.3: Factors Affecting and Motivating Consumer’s Purchase Behavior (Attitude) .. 13
2.4: Factors Determine the Effectiveness of the Celebrity Endorsements in
Advertisements.......................................................................................................... 15
2.5: Impact of Celebrity Endorsement on the Effectiveness of Advertisements in a
Global Context........................................................................................................... 17
2.6: Effect of Celebrity-Endorsed Advertisements on Consumer’s Purchase Behavior
(Attitude) ................................................................................................................... 19
2.7: Association of Celebrity Endorsement and Quality of the Brand ...................... 21

17. 2.8: Popularity and Gender of Celebrity Endorsers on Consumer Purchase Behavior
................................................................................................................................... 24
2.9: Association of Consumers’ Demographics with Celebrity Endorsements......... 24
2.10: Research Gap.................................................................................................... 26
2.11: Conclusion........................................................................................................ 29
CHAPTER 3 ..................................................................................................................... 30
CONCEPTUAL FRAMEWORK AND OPERATIONAL DEFINITION....................... 30
3.1: Introduction ........................................................................................................ 30
3.2: Backdrop Literature on Celebrity Endorsement................................................. 30
3.3: Importance of Celebrity Endorsement................................................................ 31
3.4: Models of Celebrity Endorsement...................................................................... 31
3.4.1: Source Credibility Model ................................................................................ 31
3.4.2: Meaning Transfer Model................................................................................. 34
3.4.3: Match-Up or Congruence Model..................................................................... 35
3.4.4: The TEARS Model.......................................................................................... 36
3.4.5: The FREDD Principle ..................................................................................... 37
3.5: Attitude towards the Advertisement................................................................... 38
3.6: Brand Image ....................................................................................................... 39
3.7: Purchase Intention .............................................................................................. 40
3.8: Definitions of Terms .......................................................................................... 40
3.9: FMCG in India ................................................................................................... 42
3.10: Drivers of Development ................................................................................... 48
3.11: Opportunities of Development in the Indian FMCG Industry ......................... 49
3.12: Summary........................................................................................................... 50
CHAPTER 4 ..................................................................................................................... 51
RESEARCH METHODOLOGY...................................................................................... 51
4.1: Introduction ........................................................................................................ 51
4.2: Research Design................................................................................................. 51
4.3: Population and Sample....................................................................................... 53
4.4: Data Collection Method ..................................................................................... 54
4.5: Research Instrument........................................................................................... 55
4.6: Operationalization of Variables.......................................................................... 56
4.6.3: Brand Image .................................................................................................... 59

18. 4.6.4: Purchase Intention ........................................................................................... 59
4.7: Data Analysis ..................................................................................................... 61
4.8: Pilot Study .......................................................................................................... 62
4.9: Summary ............................................................................................................ 62
CHAPTER 5 ..................................................................................................................... 64
DATA ANALYSIS AND INTERPRETATION.............................................................. 64
5.1: Introduction ........................................................................................................ 64
5.2: Demographic Profile of the Respondents........................................................... 65
5.3: Intensity of Usage and Frequency of Buying of FMGC Products ..................... 70
5.4: Expenditure and Sources of Information for Buying FMCG Products.............. 72
5.5: Exploratory Factor Analysis............................................................................... 74
5.6: EFA: Positive Attitude towards Celebrity Endorsement.................................... 77
5.7: CFA for Positive Attitude towards Celebrity Endorsement............................... 82
5.8: Results of Overall CFA (Measurement Model) of Positive Attitude................. 84
5.9: EFA: Negative Attitude towards Celebrity Endorsement .................................. 85
5.10: CFA for Negative Attitude towards Celebrity Endorsement ........................... 90
5.11: Results of Overall CFA (Measurement Model) of Negative Attitude ............. 92
5.12: EFA: Endorsement Effect and Consumer Celebrity Perception ...................... 94
5.13: CFA for Endorsement Effect and Consumer Celebrity Perception.................. 98
5.15: EFA: Attitude towards Advertisement ........................................................... 102
5.16: CFA for Attitude towards Advertisement ...................................................... 109
5.24: Descriptive Statisitcs ...................................................................................... 115
5.25: Correlation Coefficient Matrix....................................................................... 116
5.26: Hypothesis Testing......................................................................................... 117
5.27: Mediation Effect of Attitude towards Advertisement on Celebrity
Endorsement in Advertisement and Purchase Intention.......................................... 131
5.28: Mediation Effect of Brand Image on Celebrity Endorsement in Advertisement
and Purchase Intention towards Fast Moving Consumer Products......................... 134
5.29: SEM Model Evaluation – Goodness of Fit .................................................... 136
5.30: Test of Significance of Difference in Mean Rating Between Demographic
Groups on the Study Variables................................................................................ 137

19. CHAPTER 6: .................................................................................................................. 147
FINDINGS, SUGGESTIONS AND CONCLUSION.................................................... 147
6.1: Introduction ...................................................................................................... 147
6.2: Summary .......................................................................................................... 147
6.3: Discussion on the Findings............................................................................... 148
6.4: Summary of Hypotheses Testing...................................................................... 154
6.5: Recommendations & Suggestions.................................................................... 155
6.6: Research Contribution...................................................................................... 156
6.7: Scope for Further Research .............................................................................. 156
6.8: Conclusion........................................................................................................ 157
BIBLIOGRAPHY ................................................................................................... 159
APPENDIX ............................................................................................................. 173

20. List of Tables

21. LIST OF TABLES
Table
No.
Title
Page
No.
1.1 Classification of FMCG Industry 05
4.1 Research Variables and Sources 60
5.1 Age of the Respondents 65
5.2 Gender of the Respondents 66
5.3 Intensity of Usage and Frequency of Buying of FMGC Products 67
5.4 Educational Qualification of the Respondents 68
5.5 Intensity of Usage of FMCG Products 70
5.6 Frequency of Buying of FMCG Products 72
5.7 Average Expenditure on FMCG Products in Every Purchase 72
5.8 Monthly Average Expenditure on FMCG Products 73
5.9 Source of Information for Buying FMCG Products 74
5.10 No. of Items under Various Dimensions 76
5.11 Descriptive Statistics: Positive Attitude towards Celebrity Endorsement 77
5.12
KMO and Bartlett’s Test of Positive Attitude towards Celebrity
Endorsement
78
5.13 Communalities of Positive Attitude toward Celebrity Endorsement 79
5.14
Total Variance Explained for of Positive Attitude toward Celebrity
Endorsement
80
5.15 Pattern Matrix of Positive Attitude toward Celebrity Endorsement 81
5.16
Reliability and Validity of Positive Attitude towards Celebrity
Endorsement
84
5.17 Descriptive Statistics Negative Attitude towards Celebrity Endorsement 86
5.18
KMO and Bartlett’s Test of Negative Attitude towards Celebrity
Endorsement
87
5.19 Communalities of Negative Attitude toward Celebrity Endorsement 87

22. Table
No.
Title
Page
No.
5.20
Total Variance Explained for of Negative Attitude toward Celebrity
Endorsement
88
5.21 Pattern Matrix of Negative Attitude toward Celebrity Endorsement 89
5.22
Reliability and Validity of Negative Attitude towards Celebrity
Endorsement
92
5.23
Descriptive Statistics: Endorsement Effect and Consumer Celebrity
Perception
94
5.24
KMO and Bartlett’s Test of Endorsement Effect and Consumer
Celebrity Perception
95
5.25
Communalities of Endorsement Effect and Consumer Celebrity
Perception
96
5.26
Total Variance Explained for Endorsement Effect and Consumer
Celebrity Perception
97
5.27
Pattern Matrix of Endorsement Effect and Consumer Celebrity
Perception
98
5.28
Reliability and Validity of Endorsement Effect and Consumer Celebrity
Perception
101
5.29 Descriptive Statistics: Attitude towards Advertisement 103
5.30 KMO and Bartlett’s Test of Attitude towards Advertisement 105
5.31 Communalities of Attitude toward Advertisement 105
5.32 Total Variance Explained for Attitude towards Advertisement 107
5.33 Pattern Matrix of Attitude towards Advertisement 108
5.35 Reliability and Validity of Attitude towards Advertisement 112
5.38 Descriptive Statistics 115
5.39 Pearsaon Correlation Coefficient Matrix 116
5.40
Model Summary: Attitude (Positive and Negative) Vs Purchase
Intention towards Fast Moving Consumer Products
170

23. Table
No.
Title
Page
No.
5.41
ANOVA: Attitude (Positive and Negative) Vs Purchase Intention
towards Fast Moving Consumer Products
118
5.42
Coefficients: Attitude (Positive and Negative) Vs Purchase Intention
towards Fast Moving Consumer Products
119
5.43
Model Summary: Perceived Relationship between Celebrity-Endorser
Vs Purchase Intention towards Fast Moving Consumer Products
119
5.44
ANOVA - Perceived Relationship between Celebrity-Endorser Vs
Purchase Intention towards Fast Moving Consumer Products
120
5.45
Coefficients Perceived Relationship between Celebrity-Endorser Vs
Purchase Intention towards Fast Moving Consumer Products
120
5.46
Model Summary: Attitude towards Advertisement Vs Purchase
Intention of Consumers towards Fast Moving Consumer Products
121
5.47
ANOVA - Attitude towards Advertisement Vs Purchase Intention of
Consumers towards Fast Moving Consumer Products
121
5.48
Coefficients: Attitude towards Advertisement Vs Purchase Intention of
consumers towards Fast Moving Consumer Products
122
5.49
Model Summary: Attitude (positive and negative) towards celebrity
endorsement Vs Brand Image of Fast Moving Consumer Products
123
5.50
ANOVA - Attitude (Positive and Negative) towards Celebrity
Endorsement Vs Brand Image of Fast Moving Consumer Products
123
5.51
Coefficients - Attitude (Positive and Negative) towards Celebrity
Endorsement Vs Brand Image of Fast Moving Consumer Products
124
5.52
Model Summary - Perceived relationship between celebrity-endorser
and consumers Vs Brand Image of Fast Moving Consumer Products
124
5.53
ANOVA - Perceived relationship between celebrity-endorser and
consumers Vs Brand Image of Fast Moving Consumer Products
125
5.54
Coefficients - Perceived relationship between celebrity-endorser and
consumers Vs Brand Image of Fast Moving Consumer Products
125
5.56
: ANOVA - Attitude (Positive and Negative) towards Celebrity
Endorsement Vs Attitude towards Advertisement
126

24. Table
No.
Title
Page
No.
5.57
Coefficients - Attitude (Positive and Negative) towards Celebrity
Endorsement Vs Attitude towards Advertisement
127
5.58
Model Summary - Perceived relationship between Celebrity-Endorser
and Consumers Vs Attitude towards Advertisement of Fast Moving
Consumer Products
128
5.59
ANOVA - Perceived Relationship between Celebrity-Endorser and
Consumers Vs Attitude towards Advertisement of Fast Moving
Consumer Products
128
5.60
Coefficients - Perceived Relationship between Celebrity-Endorser and
Consumers Vs Attitude towards Advertisement of Fast Moving
Consumer Products
129
5.61
Model Summary - Brand Image Vs Attitude towards Advertisement
of Fast Moving Consumer Products
130
5.62
ANOVA - Brand Image Vs Attitude towards Advertisement of Fast
Moving Consumer Products
130
5.63
Coefficients - Brand Image Vs Attitude towards Advertisement
of Fast Moving Consumer Products
131
5.64
Direct Effect of Celebrity Endorsement in Advertisement on Purchase
Intention
132
5.65
Indirect Effect of Attitude towards Advertisement on Celebrity
Endorsement in Advertisement Vs Purchase Intention
133
5.66
Direct Effect of Celebrity Endorsement in Advertisement on Purchase
Intention
134
5.67
Indirect Effect of Brand Image on Celebrity Endorsement in
Advertisement Vs Purchase Intention
135
5.68 Goodness of FIT – AMOS Model 136
5.69 Independent Samples Test: Gender Vs Study Variables 138
5.70 Independent Samples Test: Marital Status Vs Study Variables 139
5.71 Descriptive: Educational Qualification Vs Study Variables 140

25. Table
No.
Title
Page
No.
5.72 ANOVA: Educational Qualification Vs Study Variables 142
5.73 : Descriptive: Age Vs Study Variables 143
5.74 : ANOVA: Age Vs Study Variables 145
6.1 Summary of Results of the Hypotheses Testing 154

26. List of Figures

27. LIST OF FIGURES
Figure
No.
Title
Page
No.
1.1 Framework of the Study 07
3.1 15 Points Source-Credibility Scale (Source: Ohanian 1990) 32
4.1 Research Process 53
4.2 Attitude towards Celebrity Endorsement in Advertisement 56
4.3 Variable Attitude towards Celebrity (Positive) Scale 57
4.4 Variable Attitude towards Celebrity (Negative) Scale 58
4.5 Attitude towards Advertisement 59
5.1 Age of the Respondents 66
5.2 Gender of the Respondents 67
5.3 Marital Status of the Respondents 68
5.4 Educational Qualification of the Respondents 69
5.5 CFA - Positive Attitude towards Celebrity Endorsement 82
5.6 CFA - Negative Attitude towards Celebrity Endorsement 90
5.7 CFA - Celebrity Endorsement 99
5.8 CFA –Attitude towards Advertisement 110
5.9 Direct Effects between Celebrity Endorsement in Advertisement
and Purchase Intention
132
5.10 Indirect Effect of Attitude towards Advertisement on Celebrity
Endorsement in Advertisement Vs Purchase Intention
133
5.11 Indirect Effect of Brand Image on Celebrity Endorsement in
Advertisement Vs Purchase Intention
135
5.12 SEM Model of the Study 137

28. ABBREVIATIONS
FMCG : Fast Moving Consumer Goods
ANOVA : Analysis of Variance
TEARS : Trustworthiness, Expertise, Attractiveness Respect Similarities

29. Introduction

30. 1
CHAPTER 1
INTRODUCTION
1.1: Introduction
In this part, the foreword to the general analysis thesis is provided. The main words
and variables used in the analysis are presented in this part. A detailed guide to ads and the
role of celebrity endorsers in advertising starts the portion. The next section analyses the
FMCG industry in India. This was followed by an introduction to celebrity endorsement,
discussing the role of celebrity endorsement in consumer purchasing decisions.
The following parts focus on the issue statement, the context for analysis, aims, theories,
shortcomings, and the portion's organization.
1.2: Sponsorship on Advertising and Celebrities
This segment addresses the commercial and how the endorsement of celebrities has
changed it. In all facets of our lives, the force of globalization is felt. Competition between
businesses has multiplied, and the industry is swarming with a wide variety of products.
The long-lasting influence on goods has been triggered by this 'me-too' sort of demand.
An inescapable trend to combat rivalry has been the system to distinguish a commodity from
other goods.
In bringing the brands to the end-user, commercials have taken center stage, and it
is one of India's most prominent firms. To manipulate customers' attitudes towards certain
products, corporations also recruit celebrities to support their items. Since the second half
of the 19th century, celebrity endorsement has been regarded as one of the most popular
marketing communication strategies. (Keel and Natarajan 2012). Over the past twenty
years, the trend of using celebrity assistance has been prevalent (Fleck et al., 2012).
Advertising by celebrity advocates is widely accepted and embraced by clients and brand
managers (Amos et al., 2008). Shimp (2010) reported that in at least one in every six
commercials generated globally, celebrity endorsers appear.
It has been reported that celebrity endorsements account for up to 60 percent of
commercial expenditures in India. Several reports also emphasized that celebrity

31. 2
endorsement usage significantly adds to financial gains for firms that use them in a
constructive way (Erdogan et al. 2001).
This trend of utilizing recognizable traits has led to a differentiated brand name and
makes the products more appealing and beneficial to customers (Aaker 1997). It is widely
accepted that since a company has a recognizable personality, it can automatically draw
customers' interest. It often allows clients to associate with the company's personality
features and tries to match their personality with that of the brand (Kapferer 1997;
Keller 2005). It is an undisputed reality that ads with celebrity endorsers are familiar to
clients and brand managers (Amos et al. 2008).
The budget that corporations invest per year recruiting celebrities to promote their
goods and brands has grown steeply (Lee & Thorson 2008). "More than 60% of Indian
brands use celebrity endorsement in some way or another, according to the survey by the
Federation of Indian Chambers of Commerce and Industry (FICCI) entitled "Report on
Media and Entertainment (FICCI-KPMG report 2011). The research also found out that as
opposed to the 2001 number, this was a drastic leap in commercials' output with celebrity
endorsers, when just 25 percent of companies used celebrity endorsers in their advertising.
The study also points out that marketing managers spent almost INR 260 billion on
sponsorship fees charged to celebrities last year (FICCI-KPMG report 2011).
Some writers advise against the usage of actors in marketing drives. Celebrity
endorsements are a two-edged weapon because if the celebrity is not used correctly, the
tactic can backfire (Kaikati 1987; Till &Shimp 1995; Erdogan 1999).
Numerous hypotheses and study models have been created to help marketers alleviate
the adverse effects of celebrity endorsement. Any of the negative effects widely reported in
celebrity endorsing literature included negative attention about the celebrity, overshadowing,
mismatch with the object, etc. The research models enable the creation of successful parameters
to select suitable celebrity endorsers in the ads to reflect the brand and businesses.
1.2.1: Celebrity Endorser's Desired Attributes
Five significant attributes for measuring celebrity endorsement and celebrities'
efficacy were suggested by Shimp (2010). The 'TEARS' model defines the essential

32. 3
features that are relevant to celebrities. Endorsers, to assess their endorsing efficacy.
The following attributes were used in that model:
Trustworthiness
It relates to the endorser's attributes, such as her/her honesty, competence, and
customer credibility. The feature describes the degree to which customers confident,
believe, and support what celebrities claim regarding the company being depicted.
Expertise
It refers to the endorser's features, such as her/her awareness, expertise, and
promoted brand-related talents.
Attractiveness
It refers to the qualities that render an endorser desirable to clients, such as physical
appearance, charisma, lifestyle, personality assets, etc.
Respect
This applies to the esteem and honor that an endorser receives regardless of her
cumulative achievements.
Similarities
It illustrates the degree to which an endorser will meet and fulfill customer
preferences regarding the endorsement partnership's features (sex, age, lifestyle, etc.).
The TEARS paradigm did not, though, deal with the evaluation requirements
utilized by advertising companies. Alsmadi (2006) explains the selection parameters used
in celebrity endorsement by advertising producers, which are described below:
1.2.2: The Matchup with Celebrity/Audience
This emphasizes that the celebrity endorser and the target group are compatible.
This investigates to what degree the endorser is favorably linked to the target group.
Celebrity Matchup Brand/Product
This highlights the partnership between a celebrity endorser and the company that
the celebrity endorses. Various analysis studies (Martin 1996, Till & Busler 1998,

33. 4
Till & Shimp 1995) have demonstrated the relevance of celebrity and product/brand
matching that they serve.
Believability of Celebrity
This applies to the trustworthiness of the celebrity who endorses the product/brand.
Attractiveness of Celebrities
It applies to the physical features and fun looks of the Celebrities.
Consideration of Expense
A significant consideration is the expense factor involved with including celebrity
supporters in advertising. Organizations also offer large sums of their commercials to top
actors for endorsement services (Ferguson 2000).
Ease/difficulty functioning
This explains how simple or complicated it is to negotiate with a supporter. Studies
reveal that certain celebrity fans have become inflexible, unpleasant to work with, rude,
non-compliant, or unavailable.
Factor for Saturation
These discuss the aspect as to what degree the celebrity endorser is over-exposed
to the public. For, e.g., if a celebrity endorser is engaged in concurrently promoting several
brands/products, her perceived reputation is likely to suffer.
Trouble Factor
It relates to estimating the magnitude of the appearance of chances that the celebrity
endorser would be thrown into difficulty after an endorsement. This consideration helps
advertising producers stop utilizing high-risk celebrity endorsers in advertising, given the
tremendous advertising expense.
1.3: FMCG in India
Favorable trends and growth in income levels would improve the FMCG sector
(ibef, 2020). At a CAGR of 23.15 percent, the FMCG demand in India is projected to rise
to cross INR 7673.8 billion by FY21 from INR 5091.5 billion in FY18. The fourth main

34. 5
field of the Indian economy is the FMCG sector. In 2020, the FMCG market was projected
to rise by 5-6 percent. At a CAGR of 25.44 percent during 2017-2021, final demand
expenditure is expected to rise. By 2020, it is estimated to cross almost INR266.4 trillion,
up from INR 88.8 trillion in 2017. The FMCG demand would be powered by increasing
rural consumption. This adds around 36 percent to the gross FMCG spending. By 2025,
India's rural FMCG industry is projected to rise to INR 16280 billion from INR 1746.4
billion in FY18.
Mosquito repellent, cleaning goods, toilet soaps, toothpaste, shampoo, detergents,
hair coloring, balm, hair oils, perfumes, cosmetic products, grooming accessories, cookies,
coffee and tea, chocolates, nutritional beverages, packaged noodles, aerated soft drinks,
packaged chips are part of the FMCG market.
The FMCG industry categorization in India is seen in Figure 1.1. The FMCG
industry is powered by growing people's income level, rapid urbanization, young Indian
desires to look healthy and glamorous, and, eventually, advertisements utilizing celebrity
endorsers.
Mosquito Repellent Goods Grooming Repellent Products Toilet Soaps Teeth Paste
Shampoo Detergents Hair Dyes Balm Hair Oils Shaving Accessories Biscuits Food Snacks
Coffee and Tea Chocolates Packaged Pasta Aerated Soft Drinks Packed Chips Beauty
Items.
Table 1.1: Classification of FMCG Industry
Mosquitoes Repellent Hygiene Products Toilet Soaps
Tooth Paste Shampoo Detergents
Hair Dyes Balm Hair Oils
Shaving Accessories Biscuits Coffee and Tea
Chocolates Health Drinks Packed Noodles
Aerated Soft drinks Packed Chips Cosmetic Items

35. 6
1.4: Statement of the Problem
One of the factors why celebrities are searched after for brand promotions is
increased consumerism. Due to a range of platforms, numerous television shows, and
remote control systems, commercials' scope is relatively low. This adds to brand exposure.
Ad companies and corporations are utilizing actors to render commercials more appealing.
The research attempts to describe the market aspect of advertisements for
celebrities. An effort was made to figure out whether the celebrities increase knowledge of
shopping preference products, which their impact could impact product group, and which
segment or portion may be affected by celebrities on the buying decision. Further study has
been carried out to understand which lifestyle viz., film star, sports star, affects consumers,
buying decision, what market expectations of multiple endorsement celebrities, what
characteristics of celebrity viz., appearance, authenticity, glamour, etc. have impressed them
and, if the customer is pleased with the endorsement of celebrities in a suburban area.
This research investigates celebrity endorsements' efficacy in advertising and their
effects on customers' buying decisions and analyzes the correlation between celebrity
endorsement and its effectiveness in achieving FMCG (Selected) brand loyalty in suburban
cities.
1.5: Scope of the Study
The study aims to describe the influence of FMCG products' celebrity sponsorship
on the purchasing intent of consumers in suburban cities.. The questionnaires would be
given to all ages of male and female customers in suburban towns to maintain the study's
credibility and discover the influence of celebrity endorsement on several income levels
and age categories. The analysis also reflects the potential discrepancy between male and
female customers regarding the assumed appearance of celebrity endorsement, the
reputation of the source, celebrity endorsement results, and a celebrity endorser's
consistency.
1.6: Framework of the Study
The present research explores celebrity endorsement's influence on Quick Moving
Consumer Goods' purchasing intention in advertising. The mediating impact on the

36. 7
partnership between celebrity endorsement in commercials and purchasing intention of
variables such as promotional attitude and brand awareness was also investigated.
Figure 1.1: Framework of the Study
1.7: Research Objectives
Research Question : What would be the level of Accaptance of celebrity Endorsment in
sub-urban cities related to FMCG
In order to address the following research questions, main research goals of the
present work are carried out and initiated as:
1. To learn how celebrity support in suburban cities has a positive & negative effect
2. To learn how customers in suburban cities receive ads
3. To assess the opinion of suburban customers about the consistency of products
endorsed
4. To figure out the connection between demographic factors and endorsements by
celebrities
5. To define the variables that inspire and shape consumers' purchasing attitudes
6. To consider a celebrity endorser's output
7. To consider the preference between male and female for celebrity endorsers
Attitude towards
Advertisement
Purchase
Intention
Brand Image
Celebrity
Endorsement in
Advertisement

37. 8
1.8: Research Hypothesis
The hypotheses mounted for the research study are recorded below:
H1: Attitude (positive and negative) towards celebrity endorsementinfluences consumers'
purchase intention towards Fast Moving Consumer Products.
H2: The perceived relationship between celebrity-endorser andconsumers affects the
purchase intention of consumers towards Fast Moving Consumer Products.
H3: Attitude towards Advertisement affects the purchase intentionof consumers towards
Fast Moving Consumer Products.
H4: Attitude (positive and negative) towards celebrity endorsementinfluences the brand
image of Fast Moving Consumer Products.
H5: The perceived relationship between celebrity-endorser andconsumers affects the
brand image of Fast Moving Consumer Products.
H6: Attitude (positive and negative) towards celebrity endorsementinfluences the attitude
towards advertisement.
H7: The perceived relationship between celebrity-endorser andconsumers affects the
attitude towards advertisement of Fast Moving Consumer Products.
H8: Attitude towards advertisement influences the brand image ofFast Moving Consumer
Products.
H9: Attitude towards advertisements mediates the relationshipbetween celebrity
endorsements in advertisement and purchase intention towards Fast Moving
Consumer Products.
H10:Brand Image mediates the relationship between celebrity endorsement in
advertisement and purchase intention towards Fast Moving Consumer Products.
1.9: Limitations
There are certain limitations to the research. The research was restricted to
Belgaum, Mysore, Davangere, Ramanagara, and Kalburg and included a survey of
customers from Belgaum, Mysore, Davangere, Ramanagara Kalburgi areas (North, South,

38. 9
East, and West). The sample size was limited to 400, citing time and expense limitations.
Ultimate caution should also be exercised when the analysis outcomes are understood for
the entire of Karnataka.
The study utilized a cross-sectional method and considered the predictor
variable's net impact at a single point in time on the criteria variable (Cavana et al. 2001).
The cross-sectional analysis did not describe whether these are the reported trends
(Easterby-Smith et al. 2003). Also, market preference variables are prone to change
concerning time and rely on several factors. Finally, it may be challenging to guarantee
that respondents expressed their opinions and emotions in the most natural form as their
impression or convictions about a particular experience or problem that may have been
compromised by different aspects such as geography, families, peers, colleagues,
religion, caste, etc.
1.10: Organization of Chapters
The Chapter Scheme of the research work is consisting following chapters:
Chapter 1: Introduction This chapter deals with analysis introduction, work intent, study
goal, study questions and theories, study technique, study distance, study discovery, and
study finds.
Chapter 2: Review of Literature In this chapter, we surveyed and abstracted scholarly
papers, seminars, scientific studies, books, etc., in this chapter. Linked to the sponsorship
by celebrities and FMCG
Chapter 3: Conceptual Framework and Operational Definition A thorough analysis of
principles, strategies of the processing system, advantages, drawbacks, value of celebrity
marketing, FMCG-related, and other allied and necessary sectors will be discussed and
described in the chapter.
Chapter 4: Research Methodology This chapter addresses the scientific component of
science and covers methods of population and sampling, techniques for data processing,
methods for data review.

39. 10
Chapter 5: Data Analysis and Interpretation This chapter contains data analysis,
reliability coefficients, comprehensive statistics overview, one-sample test, paired sample
associations, paired sample test, variance analysis, post hoc range checks, and data
analysis.
Chapter 6: Findings, Suggestions, and Conclusion This chapter deals with a quick
conclusion of the analysis and summary of the study results and provides some valuable
guidelines for the well-management of Celebrity Endorsement's studies.

40. Review of Literature

41. 11
CHAPTER 2
REVIEW OF LITERATURE
2.1: Introduction
Celebrity endorsement is a widespread strategy adopted in advertising for building
a brand image. The use of celebrity endorsers has surged exponentially over the years and
has become a frequent practice among marketers. Even though many consumers deny that
they were persuaded by celebrity endorsements and certain marketing experts describe
these endorsements as totally ineffective, several other evidence indicates that celebrity
endorsements influence consumers. Hence, across the globe, organizations are spending an
enormous budget on celebrity endorsements. Faculty members and professionals have
sought to control effective ways of selecting suitable celebrities and effective methods to
better use celebrities in different marketing communication networks.. In this backdrop,
the present chapter reviews the studies, which explored the role of celebrity endorsements
in building the perception of brand quality among the consumers and its impact on the
consumers' purchase behaviors.
Section 2.2 reviews advertisements' reception by consumers, and section 2.3
reviews the factors affecting consumers’ purchase behavior. Section 2.4 reviews the
studies, which examined factors that determine the usefulness of celebrity endorsements.
The impact of celebrity endorsements on sales and other market factors is reviewed in
section 2.5, and the impact on the purchase behavior of consumers is examined in section
2.6. Section 2.7 provides the studies' reviews, which explored celebrity endorsement
association with the perception of brand quality. The impact of gender and popularity of
celebrities on consumers' purchase behavior is reviewed in section 2.8. Finally, the role of
consumers' demographic factors on the influence of celebrity endorsements is scrutinized
in section 2.9. The research gaps identified are highlighted in section 2.10, & section 2.11
wrap up this chapter. Litrature Review is written in APA Format
2.2: Reception of Advertisements by Consumers
Yaşlıoğlu (2007) A research based on the influence of different cultural, social, and
economic components on the reception of advertising. The research was carried out among

42. 12
a sample of 20 participants in Turkey who, in terms of class, culture and social status,
belonged to three separate focus groups. The results showed that the reception of advertising
messages differed in relation to a variety of cultural, social, and class-related issues.
Yannopoulou and Elliott (2008) examined how different audience groups
interpreted the message of print advertising and explored how these audiences decoded
open-text as well as closed-text advertisements. The authors carried out interviews with
selected male and female respondents within 20-60 years in the UK. Findings illustrated
considerable differences in analysis on the basis of gender and social class of the
respondents. The findings revealed that “male respondents approach the advertisement in
a descriptive way, whereas females approach it in an interpretive way.”
Plunkey (2010) analyzed the influence of print advertisements among the United
States of America students. For this purpose, the author gathered data from 16 students
(eight males and eight females) in the United States. The study's findings publicized that
respondents’ gender, age, income, and ethnicity along with stress product interest and
individual attributes through identifications, influenced the interpretation of the
advertisements.
Ebren and Celik (2011) carried out a study to assess the interpretation and reception
of TV advertisements among Turkey's population. The study was conducted among a
sample population of 21 participants(including males and females) in Antalya, Turkey.
Data from this sample were collected using a semi-structured opinion poll. The result
demonstrated that the interpretation of the advertisements varied with respect to the gender
of the respondents.
Natrajan et al. (2014) researched to explore the differences in advertisements'
perception with respect to the various social media platforms they appear on. The authors
considered four social media Channels, such as Facebook, LinkedIn, Twitter, and
YouTube, and examined the variation in respondents' perceptions of each platform's
advertisements. The required data were gathered through an online survey of 710
respondents. The findings demonstrated that users differed in their perceptions towards
advertisements of social media sites. The results revealed that LinkedIn users showed
differences across the four social media sites in perceiving the advertisement beliefs.

43. 13
2.3: Factors Affecting and Motivating Consumer’s Purchase Behavior (Attitude)
Rahman (2012) investigated the impact of advertisements on consumer behavior of
university students in Saudi Arabia. The study selected 150 college students of Umm Al-
Qura University, Makkah, and a questionnaire distributed to assess the impact of
advertisement. The author selected six FMCG brands, such as Al-Marai, Al-Safi, Nadec,
Jamjoum,Nada, and Saudia. The findings demonstrated that advertisements significantly
influenced the buying behavior of students. In addition, the findings also showed that,
relative to colleagues, neighbors, comparison groups, etc., customers found ads a credible
source of information.
Sonkusare (2013) undertook a study to examine the impact of television
advertisements on female consumers' purchase behavior in Chandrapur city. A survey was
conducted among a sample population of 30 consumers in Chadrapur city. The findings
demonstrated that T.V. advertising had a significant impact on buying behavior of women
customers. The study found out that the majority of the respondents gather information
regarding the products from TV advertisements before purchasing the products.
Noursina and Ghaffari (2014) examined advertisements' role in youth's purchase
decision in Kolapur, Maharashtra. A sample of 433 respondents was selected through
random sampling and the questionnaire to analyze their view regarding advertisements'
impact on their purchase of consumer goods. The findings revealed a significant relationship
between the media advertisement and youths' purchase decisions in the study area.
Ingavale (2013) investigated the impact of advertisements in youth's purchase
decision in Kolapur, Maharashtra. The study selected a sample of 435 respondents through
random sampling, and questionnaires were distributed to analyze their view regarding the
impact of advertisements on their purchase of consumer goods. The findings revealed a
significant relationship between the media advertisement and youths' purchase decisions
in the study area.
Pongiannan and Chinnaswamy (2014) investigated the impact of advertisements of
FMCGs on the consumers. The study administered a questionnaire randomly to most
respondents in the study area after getting confirmation listening to FMCG Advertisements.
Further, the author also used Snowball Sampling Technique to gather data from

44. 14
respondents who were far away from the researcher. 250 question papers out of 300 with
a response rate of 84% was returned and used as a database for the study. Using different
statistical methods, these data were analyzed, and the analysis showed that the ads were
unsuccessful in generating responses among consumers when launching new
products/brands. In addition, some customers did not believe in changing their
conventional brand and found the FMCG advertising to be intrusive.
Nabi et al. (2016) conducted a study to assess advertisements' role in determining
the consumer behavior of FMCG customers in Bhadrak, Delhi. A sample of 200
respondents was selected and served with a structured questionnaire to gather the required
data. The findings demonstrated that even though the advertisements exerted a certain
impact on customers' buying behavior, the impact largely varied with the respondents'
income and gender.
Amandeep, Varshini, and Aulia (2017) undertook a study to assess advertisements'
impact on consumers' consumer goods buying behavior in Oman. Accessibility sampling
was adopted by the researchers to select a sample population of 100 consumers. Data were
gathered from these sample populations using structured questionnaires. The findings
revealed that the advertisements largely influenced the purchase decisions of consumers.
Hadar and Shakib (2017) investigated the impact of advertisements on consumers'
behavior in Dhaka. A sample of 544 consumers comprised of students, professionals, and
old age people were selected using random sampling and served with a closed
questionnaire to gather the required data. Analysis of these data using various statistical
tools revealed that the sample consumers' buying behavior was significantly affected by
the advertisements they viewed.
Sunderraj (2018) carried out a study to assess advertisements' impact on consumers'
buying behavior in Sivakasi, TamilNadu. The required data were gathered from a
conveniently selected sample population of 25 students from Ayya Nadar Janaki Ammal
College in Sivakasi with a structured questionnaire. The findings illustrated that the
advertisements potentially influenced the student’s consumer behavior.

45. 15
Jaggi and Nim (2019) examined the impact of advertisements on consumer buying
behavior for jewelry. The authors surveyed the sample in Punjab state in India. Random
sampling was used by the study to select 400 respondents from 3 regions, such as the
Malwa region, the Majha region, and the Doaba region. The data were analyzed using
SEM. The results showed a significant positive relationship between consumers' perception
of advertisements and their buying behavior.
2.4: Factors Determine the Effectiveness of the Celebrity Endorsements in
Advertisements
Qabur (2013) The factors influencing celebrity endorsement's effectiveness on
Saudi Arabia's social media were investigated. Using snowball sampling, a subset of 911
respondents was chosen. Data was obtained from this sample population, including Saudi
nationals in Saudi Arabia and the United States. To test the hypotheses and address the
research questions, the knowledge was then analyzed using SPSS. The results showed that
the celebrity endorser's effectiveness was significantly influenced by factors such as social
media participation, product match-up, social media usage growth, self-disclosure, and
social identification of celebrity endorsement, etc.
Sharokh and Arefi (2013) analyzed the factors influencing the effectiveness of
celebrity advertising. The authors developed a theoretical model and tested using a
questionnaire distributed among a sample of 893 students at the University of
AllamehTabatabaee. The data were analyzed using SEM along with LISREL 8.50.
The findings illustrated that celebrities' credibility, celebrities' attractiveness, and the fit
between celebrities and product determined celebrity effectiveness in that advertisement.
Further, trustworthiness affected celebrities' credibility, and likeability showed an
influence on celebrities' attractiveness Meanwhile, familiarity with the celebrity negatively
impacted attractiveness.
Ibok (2013) empirically investigated the factors that predict celebrities'
effectiveness in advertisements within the Nigerian telecommunication industry context.
The study surveyed a sample population of 120 consumers in Nigeria. The findings
demonstrated that credibility and the perceived expertise significantly predict the
effectiveness of celebrities. Also, the study illustrated the positive role of trustworthiness

46. 16
and attractiveness in determining effectiveness. Based on these results, the authors
concluded that a celebrity’s public image is a significant predictor of celebrities'
effectiveness in advertisements.
Santana and Palacio (2013) carried out a study to analyze how the celebrity
effectiveness in advertisements varies with different advertisements. Moreover, the study
analyzed the impact of source credibility. An experimental magazine was used to test nine
fictional advertisements of three different products with unreal brands, and these
advertisings were designed in three different styles. The findings demonstrated that
celebrity recognition increased the reach of the advertisements. Further, the study indicated
that the existence of negative celebrity information, celebrity-product pairings, and the
familiarity with the celebrity also affected the effectiveness.
Akram et al. (2017) undertook a study to identify the determinants of celebrity
endorsements' effectiveness. The authors adopted a quantitative approach, using a
structured questionnaire. A sample of 245 respondents from the Universities of Faisalabad
city, Pakistan, was selected to collect the required data. The analysis of these data
demonstrated that the factors, such as popularity, credibility, knowledge and skills,
celebrity-brand matchup, and celebrity loyalty, significantly influenced celebrity-endorsed
advertisements' effectiveness.
Hussain and Khan (2017) A research was conducted to classify the determinants of
celebrity endorsers who have had an impact on customers. The results showed that the
important factors deciding the efficacy of celebrity endorsements were the celebrity's
cultural relevance, celebrity product match-up, celebrity experience, celebrity exposure,
customer engagement, product distinction in the product category, and the type of risks
associated with the product. In addition, source knowledge was more accurate than the
other two variables, such as trustworthiness and appeal.
Udovita and Hilal (2018) examined the factors determining the effectiveness of
celebrity endorsement. The study was conducted among the consumers of Colombo,
Srilanka. A sample of 200 respondents was selected using convenience sampling and
served with a structured questionnaire to gather the required data. The regression analysis
findings illustrated that congruence attributes and credibility of celebrity endorsers

47. 17
significantly influenced the effectiveness of celebrity-endorsed advertisements.
Meanwhile, other factors, such as activation attractiveness and diversity of celebrities, did
not influence their effectiveness.
Sudhakaran and Gupta (2018) attempted to identify celebrity endorsers' factors that
can influence the effectiveness of the endorsement. A conceptual model was prepared for
testing the hypotheses. A sample of 272 respondents, which included both the NRI and
those in India, was selected using random sampling. A questionnaire was served among
this sample to gather the required data. The analysis of these data revealed that celebrity
familiarity significantly impacted the effectiveness of advertisement endorsement among
both NRIs and residents in India. Meanwhile, celebrity centric conversations were
significant only with responses from Indians living in India.
Mishra, Mehra and Kaur (2019) carried out a study to identify the factors
influencing celebrity endorsements' consumer choice. The study was conducted among a
sample population of 450 consumers in Punjab, India, who were selected using
convenience sampling. The data were gathered using a structured questionnaire and
subjected to analysis using multiple statistical tools. The findings demonstrated that
familiarity, attractiveness, credibility, and reliability are the four determinants that impact
consumers in the choice of celebrity endorsers. Further, congruence between brand image
and the celebrity endorser's persona is also found out as an essential determinant that
influenced the consumers’ purchase decision.
2.5: Impact of Celebrity Endorsement on the Effectiveness of Advertisements in a
Global Context
Jain (2011) carried out a study to assess the impact of celebrity-endorsed
advertisements on sales. A quantitative survey with the help of a structured questionnaire
was carried out among the consumers of India. The findings revealed that advertisements
endorsed using celebrities had a positive impact on the advertised products' sales. However,
the study also indicated that if the same celebrity-endorsed more than one product, it would
significantly reduce that celebrity's impact because the consumers were confused among
the brands.

48. 18
Elberse and Verleun (2012) attempted to analyze the impact of endorsements on
sales. The study used data from 51 athlete endorsements. The analysis of these data using
the intervention model demonstrated a significant increase in sales for 43 out of the
51 endorsed products. The study illustrated an average 4% sales increase over the
endorsement period. The study also found that a celebrity's major achievement led to a
further significant increase in sales.
Chung, Derdenger, and Srinivasan (2013) examined the impact of celebrity-
endorsed advertisements on the products' sales. The authors carried out a case study to
examine the influence of golf player endorsements, focusing on Tiger Woods. The findings
demonstrated a significant effect of celebrity endorsements on sales and a significant effect
on long-term player performance. However, authors failed to find a short-term effect of
major achievements in the form of tournament wins.
Francis and Yazdanifard (2013) examined the effect of the celebrity endorsement
model on the retail brand perception and the consumers' satisfaction in Asia and America.
The cross-cultural case studies from the American consumer’s perspective and South
Korea, Japan, India, and the Middle East were carried out to understand the similarities and
the differences in the endorsements based on the Asian and American culture. The findings
revealed that celebrity endorsement in the United States increased the sale of television by
20%. Asian countries also showed similar results. Thus, the authors concluded that
celebrity endorsement could increase the sale of the products and make the product a
profitable one.
Makwana, Pathak and Maheshwar (2015) conducted a study to examine the role of
celebrity-endorsed advertisements on the branding of FMCG products and their sales in
small towns. A sample of 500 respondents was selected using convenient sampling carried
out in small towns across India. These selected respondents were then served with
questionnaires to gather the required data. The findings of the analysis of these data
revealed that celebrity endorsement did not significantly impact the branding of FMCG
products in Indian small towns.
Makumbura (2015), in his study “The Power of Celebrity Endorsements Today”,
attempted to identify the impact of celebrity endorsements on the penetration of the

49. 19
products in the markets. The findings revealed that endorsements of the new products
using celebrities helped this product is entering the market with immediate brand value.
Deshbag and Mohan (2019) undertook a study to analyze celebrity credibility's
impact on the consumers' risk perceptions and their corresponding impact on their purchase
intentions. A survey on 250 sample respondents was adopted to understand the influence
of celebrity credibility dimensions on the perceived risk and purchase intentions of Indian
FMCG consumers. The significant findings revealed that celebrity trust and expertise
influenced the risk perceptions of Indian FMCG consumers. Further, these risk perceptions
positively affected the purchase intentions also.
2.6: Effect of Celebrity-Endorsed Advertisements on Consumer’s Purchase Behavior
(Attitude)
Esangbedo (2011) carried out a study to identify the influence of celebrity
endorsements on digital media players on Rowan University students' purchase decisions.
The study used information gathered through secondary research to create questions for
focus groups. Two pre-test focus groups were carried out, and the questions were modified.
After that, the eight eight-person focus groups were selected and subjected to test. The
focus groups' findings demonstrated that most of the Rowan University students were not
influenced by the celebrity endorsements while purchasing the digital media players.
Pugazhendi and Ravindran (2012) investigated celebrity endorsements' influence
on product choice of the consumers and their buying behavior. The authors intended to
guide advertising agencies and marketers regarding the influence of celebrity-product
endorsement on consumers' buying behavior. The study adopted an empirical approach,
and a survey was conducted among a sample population of 200 students from various
colleges in the Coimbatore region, who were selected using convenience sampling.
The result revealed that the respondents were influenced by celebrity product endorsement
in buying decision process or product choice.
Giridhar (2012) analyzed the factors that affected the purchase attitude of
consumers at Shimoga. The author selected 50 respondents using convenience sampling,
and the structured questionnaires were served among this sample to gather the data.

50. 20
The analysis of these data exhibited that celebrity endorsement helped enhance product
information and create awareness among consumers. Further, the study also revealed that
the endorsements using celebrities motivated the consumers to purchase the durables.
Koshy (2013) examined the impact of celebrity advertisements on the Jewelry
purchasing behavior of consumers. The study was conducted among a sample of 200
consumers from Ernakulam, Kerala. The findings revealed that celebrity advertisements
significantly influenced the buying intentions of the consumers. The finding also showed
that customers were motivated to purchase gold because of the celebrity product
association.
Srinivas (2013) investigated the attitudes of the consumers in Hyderabad towards
the celebrity-endorsed brands and the influence of this advertisement on their purchase
intention. The finding demonstrated that celebrity endorsement significantly influenced the
purchase intention of the consumers.
Sridevi (2014) carried out a study to examine the impact of celebrity advertisements
on consumers' purchase intention regarding the FMCG products. A sample of 500
consumers was selected from Chennai, India, using random sampling, and questionnaires
were served to gather the required data. The findings revealed that the celebrity
advertisements significantly influenced the consumers’ purchase intention.
Rangarajan and Satya (2014) examined celebrity-endorsed advertisements' role in
determining consumers' purchase behavior in Udumalpet Taluk, Tamil Nadu. The study
area was selected following a significant presence of potential buying groups of FMCG
products, such as high income, low income, and middle-income groups. A sample of 200
consumers was selected using random sampling, and data were gathered. The analysis of
these data revealed that celebrity endorsements on consumers were restricted to certain
products. Moreover, these endorsed advertisements were not significant enough to change
the purchasing attitudes of consumers.
Nyarko et al. (2015) explored the impact of celebrity endorsements on the Ghanaian
youth's buying behavior. The study adopted a qualitative approach to examine the
consumer's perceptions, attributes, and successive impact on the intention to purchase.
The required data were collected from a survey carried out among the sample population.

51. 21
The analysis of these data demonstrated that celebrity endorsements significantly affected
the Ghanaian youth's purchase intention.
Madhusanka (2017) undertook a study to examine celebrity endorsement's impact
on consumers' buying behavior in Sri Lanka. The study focused on assessing consumers'
perceptions about celebrity endorsements, examining the celebrity attributes that possibly
influence consumer purchase intentions, and the impact of celebrity endorsements on their
Consumer Buying Behaviour. The researcher identified a significant impact of celebrity
endorsement on consumer buying behavior with celebrity expertise, trustworthiness and
attractiveness exerted a highly positive impact on consumer buying behavior.
Subbiah and Satish (2020) undertook a study to examine celebrity endorsement's
impact on rural youth students’ purchase intentions and loyalty to beverages. A sample of
245 respondents was selected using convenience sampling, and well-structured
questionnaires were distributed among them to gather the required data. Smart Partial Least
Squares (Smart PLS) were adopted to measure the impact of celebrity endorsement.
The findings revealed that the celebrity Endorsement played a significant role in
determining the consumers' purchase intention.
Munjal (2020) The effect of celebrity endorsement on the impulse purchasing
behavior of Fast Moving Consumer Goods (FMCG) in Delhi/NCR was analysed. The study
analysed the effects on the impulse buying behaviour of individuals living in Delhi/NCR
of the qualities of celebrities (attractiveness, experience, trustworthiness, popularity).
A formal questionnaire was used to collect the full information from 150 survey
respondents in Delhi/NCR. The findings showed that celebrities' endorsement had a
positive effect on most people's impulse buying decisions.
2.7: Association of Celebrity Endorsement and Quality of the Brand
Zafar and Rafique (2012) undertook a study to identify celebrity endorsements' role
in the brand perception of consumers. A sample of 103 respondents was selected and served
with a questionnaire. The results demonstrated that celebrity endorsement significantly
influenced the brand perception of consumers. The celebrity's popularity influenced the
perception regarding the brand quality of the consumer and affected his/her purchasing
intention.

52. 22
Spry, Pappu and Cornwell (2011) explored the influence of celebrity's credibility
on consumer brand equity of the endorsed brand. The authors found out that the endorser's
credibility had no direct significant impact on brand equity. The authors pointed out that
the brand's success had not been lonely determined by the credibility of a celebrity
endorser. Other factors like price also influenced the brand equity.
Ahmed et al. (2015) explored the celebrity endorsement and its impact on the
consumer’s perception regarding the product's brand quality. Authors adopted a
quantitative method to investigate celebrity endorsement's impact on the perception of
brand quality and buying behavior. A sample of 200 students was selected randomly from
various Universities of Pakistan, and the questionnaire was served to gather the data.
The findings revealed that the celebrity attributes positively influenced the brand quality
perception of respondents.
Sharma (2015) investigated celebrity endorsement's effect on the perception of
brand quality by the consumers in Indian cities. The author examined the endorsement
effect on both luxury and non-luxury goods. A sample of 202 respondents was selected
from the cities like Delhi, Gurgaon, Faridabad, Noida, and Chandigarh. The effect of
celebrity endorsements on luxury watches and non-luxury mobiles was analyzed using the
sample population's data. The results demonstrated that in the case of non-luxury goods,
the celebrity endorsement's perception about brand quality was significantly affected.
Meanwhile, the celebrity endorsement did not show any impact on the brand quality
perception regarding non-luxury goods.
Kumar and Hundal (2015) conducted a study to analyze celebrity endorsement's
role in consumers' perceptions about that brand. The required data were gathered from 100
graduate and postgraduate students from Amritsar, Punjab. It was observed from the
findings that the attractiveness of a celebrity strongly influenced the perception of the
respondents regarding the brand endorsed by that specific celebrity.
Kaur and Garg (2016) explored students’ viewpoints regarding celebrity
endorsements' influence on their perceptions about the brand quality. These studies were
carried out to assess whether the expenses on these celebrities were worthful. A sample of
50 students was selected from the University business school of Punjab using convenient

53. 23
sampling. These students were then surveyed to gather the data. The findings demonstrated
that the students’ perception of brand quality was significantly affected by celebrities'
presence. The students widely believed that products endorsed by the celebrities were of
good quality.
Jeyepalan (2015) explored Indian consumers’ perception of the celebrity
endorsement and its influence on their purchase decision. The findings demonstrated that
the celebrity endorsement significantly influenced the purchase decision of consumers.
The majority of the respondents pointed out that the quality of celebrity-endorsed products
was higher. The study also highlighted that celebrity endorsement promoted brand equity
and had the capability to influence consumers' buying behavior.
Popa (2016) investigated celebrity endorsements' influence on the brand equity
dimensions, including perceived quality of brands. A global cross-sectional study was
carried out by selecting 589 consumers from Brazil, Portugal, and Moldova. The study's
outcome demonstrated that the consumers' celebrity endorsements and attitude towards
those celebrities significantly influenced their perceptions regarding the brand equity
dimensions, including brand quality.
Chung and Cho (2017) undertook a study to identify how the celebrity’s social
media activity affects their endorsement power and how these endorsements affect brand
credibility. The study selected 400 Korean Wave fans in Singapore and gathered data from
them with a structured questionnaire. The result illustrated that the celebrity endorsements
significantly influenced the perception of the consumers regarding the credibility of the
brand.
Ibidunni et al. (2018) examined celebrity endorsements' role in consumers'
perceptions regarding the brands. The study was conducted among the consumers of the
telecommunication industry in Lagos, Nigeria. A sample of 384 consumers was selected
and served with a questionnaire to gather data. The findings of the analysis of these data
revealed a positive relationship between the celebrity expertise and the perceived quality
of the product.

54. 24
2.8: Popularity and Gender of Celebrity Endorsers on Consumer Purchase Behavior
Klaus and Baily (2008) The role of the gender of celebrity endorsers in the buying
behavior of mid-western university student customers was examined. A sample of 105 was
selected and surveyed among graduate students. The research found that customers reacted
differently to female celebrity supporters than to male celebrity supporters. In addition to
the advertising featuring the male celebrity, the commercials featuring the female celebrity
acquired more meaning. Additionally, the attitude towards the female endorser was also
more favorable than the male endorser's attitude. Thus, the findings revealed that the
respondents' buying conduct was influenced by the gender of the celebrity endorsers.
James (2010) undertook a study on the influence of using female celebrities as an
endorser in the magazine. The study was carried out among teenagers in California, United
States of America. The authors found that female sports celebrities exerted more influence
on female teenagers' buying behavior compared to male celebrities and other non-celebrity
endorsers.
Chan, Leugand Luk (2013) carried out a study to identify the influence of
celebrities' popularity on adolescents' purchase behavior. The authors also examined the
perception of adolescents about how celebrity endorsement advertisement works.
The finding illustrated that celebrity advertisements increased brand awareness, attracted
celebrity fans, and enhanced their purchase confidence.
Chajjar, Naidu, and Shah (2015) examined the role of the endorsed celebrities'
popularity in determining consumers' purchasing behavior. A survey was carried out
among a sample of 400 consumers in Nagpur, India. The result illustrated that the
popularity and the credibility of the actors play a vital role in convincing people and
persuading them to buy that product.
2.9: Association of Consumers’ Demographics with Celebrity Endorsements
Alsmadi (2006) carried out a study to identify the impact of a celebrity endorsing
on Jordanians' brand choice behavior. The researchers adopted an empirical approach to
achieve the research objectives. A sample of 450 students was selected from drawn from
the Yarmouk University campus using convenience sampling. These students were served

55. 25
with questionnaires to gather the data. The analysis of these data exhibited that despite the
high recognition of the endorsers' overall attractiveness, they did not find it convincing
enough to choose that specific brand. In the wake of these findings, the author concluded
that the differences in the celebrities' culture and the advertisements with the Jordanian
population prevent them from choosing the brand. Hence, the study suggested
reconsidering the way celebrities were projected in advertising or even chosen within the
context of the Jordanian culture.
Saleem (2007) attempted to assess the impact of single and multiple celebrity
endorsements on low and high involvement product advertisements. The researcher
explored the differences in the consumers' age and gender towards single and multiple
celebrity endorsements. A sample of 300 students from Foundation University, Islamabad,
and Federal University, Pakistan, was selected and served with a questionnaire to collect
data. The result revealed that age did not impact the attitude towards celebrity-endorsed
advertisements and purchase intention. However, the study could not identify the specific
role of gender in influencing celebrity endorsements.
Biswas, Hussain, and O’Donnel (2009) investigated the celebrity endorsement's
consumer perception with respect to demographic differences. Hofstede's cultural
dimensions were used to design research propositions, and these propositions were
investigated through focus group discussions, which involved the consumers from the
United States and India. Findings demonstrated specific differences in consumers'
perceptions across India and the United States regarding celebrity endorsements, indicating
the impact of demographic differences.
Boopathyand Chaudhari (2013) attempted to show celebrity endorsements' impact
on the consumers and their variations among children and parents. A sample of 50 parents
was selected conveniently and served with the questionnaire to gather the required data.
The analysis revealed that children were more impacted through the celebrity-endorsed
advertisements. There existed a significantly higher level of impact of celebrity endorsed
advertisements in children than the parents.
Babu and Latha (2014) assessed the impact of Telecom Brands' celebrity
endorsement on their purchasing decision. Systematic Random sampling was used to select

56. 26
the sample respondents from three districts, such as three Chittoor, Nellore, Kadapa in
Andhra Pradesh, India. The authors further distributed a self-completion questionnaire to
respondents for gathering the required data. Survey brands included Aircel, Vodafone, Idea
and Reliance Communication. The findings revealed that the age of the respondents played
a key role in determining the attitude towards celebrity endorsement. Young respondents
were found to be more influenced by celebrity endorsements compared to older consumers.
Chaudhary (2014) explored the consumer perception regarding celebrity
endorsements and buying behavior through an analytical study. Personal care products
were selected by the authors for study. The data were collected from 1140 sample
respondents using a questionnaire. The findings revealed that females were more sensitive
to celebrity endorsements than males, even though both the male and females were
positively influenced by celebrity endorsement strategy.
Faizan (2016) explored the impact of different demographics of both genders on
celebrity endorsement. The study was carried out among the executives, students,
professors, and professionals in Karachi, Pakistan. A sample size of 293 respondents was
selected and surveyed. The research findings revealed that both males and females were
almost equally attracted to celebrity-endorsed advertisements. The findings also illustrated
that age, and qualification impact showed a significant difference in both genders for
Celebrity Endorsement.
Ganus et al. (2017) carried out a study to identify the probability of
supporting/neutral/opposing a celebrity-endorsed the product by a consumer based on
his/her demographic profiles. The study selected a sample of 200 consumers and surveyed
them using structured questionnaires. The findings illustrated a significant association
between celebrity supporters/neutral/opposers with respect to gender, age, occupation, and
income level. However, the location of the consumer seems to have no impact on endorsements.
2.10: Research Gap
The studies regarding the reception of advertisements by consumers revealed that
advertisements' interpretation varied with age, gender, income, ethnicity, class, social
status, etc., of the respondents (Yaşlıoğlu, 2007; Yannopoulou and Elliott, 2008;

57. 27
Plunkey, 2010). Still, a few studies were carried out to explore the differences in the
reception of advertisements among the population of India's suburban cities, which is
highly diverse.
Further, the review regarding the factors affecting the purchase behavior revealed
a clear dearth of studies, which examined the role of advertisements in determining
consumers' purchase behavior of suburban cities of Karnataka. Even though the studies
like Sonkusare (2013) and Sunderraj (2018) explored advertisements' role in determining
consumers' purchase behavior in small towns like Chandrapur and Sivakasi, the studies
conducted in suburban cities is scarce. This motivated the present study because the
penetration of FMCG products in suburban cities is easier than Megacities' penetration.
Hence, market segmentation and market concentration are easier for suburban than the
megacities.
Even though the majority of the reviewed studies (Sonkusare, 2013; Ingavale, 2013;
Noursina & Ghaffari, 2014; Sunderraj, 2018, etc.) established the significant impact of
advertisements on the purchase behavior of consumers, the studies like Pongiannan and
Chinnaswamy (2014) contradicted these findings by demonstrating that the
advertisements, while introducing new products/brands were ineffective in creating
responses among the consumers. Moreover, the study also demonstrated that certain
consumers did not believe in changing their traditional brand, and they considered the
FMCG Advertisements as intrusive. Similarly, Nabi et al. (2016), who analyzed the impact
of advertisements on consumer behavior in Bhadrak also indicated that the impact on
buying behavior largely varied with the respondents' income and gender. These
contradictory findings revealed that location and demographics play a vital role in
determining advertisements' impact on consumers' purchase behavior. Hence, in the wake
of these findings and the lack of availability of studies conducted in the suburban cities of
Karnataka motivated the present study.
The reviews about celebrity endorsement's effectiveness revealed that the
determinants might vary concerning the different geographies and demographics.
For example, Santana and Palacio (2013), who carried out the study among the consumers
of Spain, and Akram et al. (2017), who examined the determinants among the consumers

58. 28
of Faisalabad Pakistan, demonstrated that the familiarity of the celebrity play a major role
in predicting the effectiveness of celebrity endorsed advertisements. However, these
findings were contradicted by Sharokh and Arafi (2013) who illustrated a negative impact
of familiarity on the effectiveness of celebrity endorsed advertisements.
It is observed that impact of celebrity endorsements on the sales and market
performance of the products varied with respect to the locations/regions. The studies, such
as Elberse and Verleun (2012), Francis and Yazdanifard (2013) and Makumbura (2015)
carried out in cities highlighted the positive impact of endorsements on the improvements
in the sales as well as the penetration in the market, meanwhile, Makwana, Pathak and
Maheshwar (2015) pointed out zero significant effect of celebrity endorsements on the
sales of FMCG products in small towns.
Further, the impact of celebrity endorsements on purchase intention is also found
to be varied with respect to the consumer goods and region. The studies like Ajay and
Koshy (2013) and Sridevi (2014) demonstrated that the purchase intention of
consumers of FMCG and Gold were influenced by the celebrity endorsements, whereas
Esangbedo (2011) pointed out that the purchase intention of students of Rowan University
regarding the digital media players were not significantly affected by the celebrity
endorsements. Rangarajan and Satya (2014) argued that celebrity endorsements on
consumers were restricted to certain products and highlighted the same point. There is a
shortage of studies that examined the impact of celebrity endorsements on consumers'
purchase intentions in suburban cities. These gap motivated the present study.
The reviews pertained to the association of celebrity endorsement and the
perception that perceptions regarding the quality of brand may vary with respect to the
expense of brand (Sharma, 2015). However, not many studies were conducted to
substantiate this agreement. The present study is attempting to bridge this gap by
examining the impact of celebrity endorsements on the perception of brand quality with
respect to various luxurious and non-luxurious FMCG goods.
All these mentioned gaps along with contradictory findings regarding impact of
demographic factors, such as gender (Chaudharee & Mukherjee, 2014); Faizan, 2016) and

59. 29
location (Biswas, Hussain and O’Donnel, 2009; Ganus et al., 2017)) and lack of sufficient
studies to substantiate the impact of gender and popularity of the celebrities motivated the
present study.
2.11: Conclusion
The present chapter reviewed the studies which examined the role of celebrity
endorsements on the purchase behavior of consumers. The chapter began with the review
of the studies which examined the reception of advertisements by consumers. The review
explored the differences in the reception of advertisements with respect to demographic
factors of the consumers and gaps were identified. The role of advertisements on the
purchase intention of consumers were reviewed next. After that the chapter began
reviewing the studies related to the celebrity endorsements. The factors affecting the
effectiveness of celebrity endorsements were reviewed in the subsequent section. This was
followed by the studies regarding the impact of celebrity endorsements on sales and
purchase intention. The next section reviewed the studies that examined how celebrity
endorsements were associated with consumers' brand quality perceptions. Finally, the
impact of celebrities' popularity and gender on the purchase intention and association of
consumer’s demographics with celebrity endorsements were also reviewed. Critical
research gaps were identified as a result of these reviews, and these gaps motivated the
present study to prepare a theoretical framework, which is explained in the subsequent
chapter.

60. Conceptual Framework and
Operational Definition

61. 30
CHAPTER 3
CONCEPTUAL FRAMEWORK AND OPERATIONAL
DEFINITION
3.1: Introduction
The chapter focuses on the different models of celebrity endorsement and history
theory. A detailed note on celebrity endorsement models such as source reputation model,
meaning transfer model, match-up hypotheses are given in the section. Also addressed is
the context hypothesis on the attitude towards ads. The chapter also contains a separate
section on context theory and literature on brand image and purchasing intent. Finally, it
describes the organizational meanings of all the factors found in the present analysis.
3.2: Backdrop Literature on Celebrity Endorsement
An endorsement can be described corresponding to Federal Trade Commission
(1980) as:
“Any advertising message (including verbal statements, demonstrations, or
depictions of the name, signature, likeness or other identifying personal characteristics of
an individual or the name or seal of an organization) which message consumers are likely
to believe reflects the opinions, beliefs, findings, or expertise of a party other than the
sponsoring advertiser. The party whose opinions, beliefs, findings, or expertise the
message appears to reflect will be called the endorser and may be an individual, group,
or institution.”
A celebrity endorser can be well-defined as "Any personality enjoying public
attention and using advertising gratitude for which they seem to draw customers claimed
that a celebrity endorser is an entity that is well known to the public for her/her
accomplishments and achievements in areas other than that endorsed by the brand/product.
It is usually possible to classify endorsers into three categories, i.e., Professionals,
lay endorsers, and celebrities. Experts are people with significant expertise in a particular
area who have a clear understanding of experts by the target community in terms of their
knowledge and experience gained in the same sector (Tellis 1998). The lay endorsers, on

62. 31
the other hand, can be either actual or fictitious. They are initially characters/unknown
people, carefully chosen to resemble the target section and represent it closely. The aim of
selecting Lay endorsers was to encourage the intention audience to recognize the endorser
and the message and learn it. According to Austad & Silvera (2004)
3.3: Importance of Celebrity Endorsement
Celebrity endorsement is commonly recognized as an important promotional tool
used by organizations around the world because it affects the quality and individuality of
perceived goods (Dean 1999), advertising effectiveness, brand awareness, brand recall,
buying intentions, and even purchasing behavior compared to those without celebrities
(Cooper 1984; Dean & Biswas 2001). Celebrity endorsements are not only effective in
adding reliability and trust to the endorsed brands (Challapalli 2007), but also attract the
target audience (Erdogan 2005). It also helps to recognize, introduce, strengthen, place,
and reposition brands for new brands (Pringle 2004), (Kaikati 1987). One empirical proof
shows that the endorsement of celebrities induces greater recall for both the endorsed brand
and the ads (Atkin & Block 1983).
3.4: Models of Celebrity Endorsement
In order to strategize the successful transfer of desirable attributes from the celebrity to
the brands and from the brands to the consumers, numerous studies have been carried out to
explore suitable methods for selecting appropriatecelebrities and techniques. Several models and
theories have been established that address the efficient transfer of images through proper
selectionandeffectiveuseofcelebritiesinads(McGuire1985; McCracken1989;Kamins1990).
This chapter discusses the models of celebrity endorsement in depth.
3.4.1: Source Credibility Model
Hovland and her colleagues developed the source credibility model as early as
1950. Reliability is defined as the degree to which the receiver believes the source is rich
in applicable experience and expertise in the information being transmitted, according to
this model. An unbiased opinion on the topic can be obtained from that source.
Source credibility was originally only considered as the credibility of the endorser
in an advertisement. In due course, the reliability of sources has become a key factor
shaping the expectations and desire of consumers to purchase advertisements.

63. 32
Three dimensions were presented in a systematic review of celebrity endorsement
literature to explain the source's credibility. Yeah. Viz. "Trustworthiness", "Competence"
and "Attractiveness."
The effectiveness of information shared by celebrity endorsement is calculated by
the perceived level of attractiveness and perceived credibility of the celebrity, determined
by the competence and trustworthiness of an endorser.
Source: Credibility Model (Ohanian 1990) focuses largely on three magnitude.
Figure 3.1: 15 Points Source-Credibility Scale (Source: Ohanian 1990)
Trustworthiness tests celebrity fans' characteristics, such as loyalty, integrity,
reliability, sincerity, and trustworthiness.
Expertise tests practice expertise, abilities, and credentials.
Attractiveness tests how desirable, classy, pretty or handsome, plain/elegant, and
sexy the star is.
3.4.1.1: Trustworthiness
Trustworthiness has long been alleged to be a significant predictor of celebrity
endorsement performance. "Trustworthiness refers to "the degree of trust in the purpose of
the communicator to convey the claims that he or she found the truest (Hovland et al. 1953).
Trustworthiness reiterates the belief that customers' source of knowledge is accepted in an
impartial and genuine way (Ohanian 1991). Therefore, if the source of knowledge is highly
Trustworthiness
•Not Dependable ‐
Dependable
•Dishonest – Honest
•Unreliable‐Reliable
•Insincere‐Sincere
•Untrustworthy‐
Trustworthy
Expertise
•Not Expert‐Expert
•Inexperience‐Experience
•Unknowledgeable‐
Knowledgeable
•Unqualified‐Qualified
•Unskilled‐Skilled
Attractiveness
•Unattractive‐Attractive
•Not Classy‐ Classy
•Ugly‐ Beautiful
•Plain‐Elegant
•Not Sexy‐Sexy

64. 33
trustworthy, the intended message will gain the recipient's confidence and effectively
convince him/her to produce an attitude change (Miller & Baseheart 1969). (Miller &
Baseheart 1969). Trustworthiness is often considered as an important element of source
credibility (Friedman & Friedman 1979).
Trustworthiness is connected to the supporters' positive features, such as reliability,
credibility, credibility, and integrity, as viewed by customers. Ohanian (1991), however,
discovered that trustworthiness does not affect the intent to buy.
3.4.1.2: Expertise
Expertise explores the degree to which consumers view celebrity endorsers as a real
source of information (Erdogan 1999). This checks how competent and knowledgeable the
endorser is about the endorsed brand/product so that the endorsement is credible.
Erdogan et al. (2001) conclude that when the data is generated by a credible source
(celebrity endorser), it is more likely that the information will affect the belief, mindset,
and behavior of the target audience.
Different aspects of the celebrity endorser influence the client through the
internalization process, such as personal attitude and value systems (Erdogan et al. 2001).
Erdogan's (1999) concluded that a highly trusted celebrity endorser brings positive changes
in the mindset of the brand/product and has a motivating impact on acts. Endorser has been
considered more successful than those who rely solely on their physical appearance as
having in-depth expertise (Till &Busler 1998).
3.4.1.3: Attractiveness
As a significant aspect of source reputation, McGuire (1985) added attractiveness.
In celebrity endorsement literature, beauty plays a significant role. Attractiveness may be
something that fosters interest in individuals. Attractiveness involves all a person's physical
features, such as physical appearance, skin tone, facial characteristics, etc. There were
different descriptions of beauty, and these were not a consistent description of the
construct. In general, attractiveness is connected to facial appeal, physical appeal, elegance,
sexiness, and liability for a celebrity endorser (Ohanian 1990). Factors such as thoughts,

65. 34
values, perceptions, and the culture in which the target audience lives are assumed to affect
celebrity endorsers' attractiveness (Temple 2009).
Several researchers (Kamins 1990; Kamins & Gupta 1994; Till & Busler 2000;
Liu et al. 2007) have found that attractiveness plays an important role in variables of
customer attitude, such as advertiser reputation and credibility advertising attitude and
product/brand purchase intent, etc.
The physical attractiveness of celebrity endorsers also positively affects customers'
attitudes towards advertisements (Kahle & Homer 1985). Data from attractive sources are
known to be authentic. The identity phenomenon arises as a result of the audience's need
to identify/align with the celebrity (information source) (Erdogan et al. 2001).
McGuire (1985) summarized the components of appeal of an endorser that included
resemblance, familiarity, and likeability. Although studies (Kamins 1990) argue that the
physical attractiveness of celebrity endorsers plays an important role in positively affecting
the attitude towards advertisement, these results have some reservations about the positive
impact of the attractiveness factor on the intention to purchase (Ohanian 1991; Till &
Busler 1998).
3.4.2: Meaning Transfer Model
McCracken (1989) suggested the transition model of meaning. According to this
model, they are able to encode specific significance to the advertising that is passed to the
endorsed product if the celebrities are used properly.
The model emphasizes the symbolic flavor that the endorsement process brings to
a celebrity. The model combines a celebrity's cultural connotations and describes the
endorsement mechanism from a more detailed viewpoint.
McCracken (1989) viewed celebrity endorsements as a method of transferring
meaning that provides a convenient route for the transfer to the user population of cultural
meaning from the culturally constituted environment. Using three-stage processes, the
meaning transfer model (McCracken 1989) can be described:
1. Celebrity image production
2. The shift of sense to brand/product from celebrity

66. 35
3. Transfer of significance to customers from the commodity.
3.4.3: Match-Up or Congruence Model
Match-up or congruence has been used in some research fields, such as brand
expansion, co-branding, sponsoring, and celebrity endorsements. Congruence or match-up
measures the degree of fit between a brand/product and another entity, such as a new
brand/product category, a case, or an individual (Fleck & Quester 2007).
Misra & Beatty (1990) introduced the congruence model of celebrity endorsements
and identified celebrity-brand congruence as the situation in which "The congruence model
of celebrity endorsements was introduced by Misra& Beatty (1990), and they described
celebrity-brand congruence as the situation in which " The model stresses the significance
of direct contact between the celebrity, the audience, and the brand (Kamins 1990).
It is possible to divide the literature on congruence in the celebrity endorsement
domain into three classes based on match-up stimuli. They are:
Attractiveness-based
Attractive endorsers are highly effective in endorsing goods linked to beauty
enhancement.
Expertise-based
The endorsement was more effective when celebrities endorsed products/brands
that are more connected to their careers as celebrities are seen by consumers as experts in
their field.
For example, Sportsmen should be used to promote products related to sports, and
film stars such as actresses can be used to support beauty and fitness products.
Image-based
They need to be balanced between highly open celebrity associations and highly
accessible brand/product associations to be highly effective.
The criteria indicating the existence of compatibility between the sponsored
product/brand image and the celebrity were described as follows.:

67. 36
1. Physical Beauty of Celebrity
2. Popularity for Celebrity
3. Credibility of Celebrity
4. Celebrity Occupation
5. Related Celebrity Qualities
6. Earlier Celebrity endorsements
7. If a celebrity is a customer of the brand
8. Celebrity suits the picture of the brand
9. Celebrity - Goal match for the audience
10. Celebrity - Match Commodity Costs of acquiring the celebrity controversy risk.
A match between the celebrity endorser and the brand's necessary image is simple
to create. However, if the final target audience fails to understand and interpret the fit, it
might not be fruitful (Temperley & Tangen 2006).
3.4.4: The TEARS Model
The TEARS model, which centered on the celebrity endorser's five characteristics,
namely, Trustworthiness, Competence, Beauty, Appreciation, and Similarity was proposed
by Shimp (2010).
A. Trustworthiness
Trustworthiness focuses on variables such as reliability, reputation, and an
endorser's integrity that can be trusted. The aspect emphasizes that the data must be
genuinely provided by the endorser and should not distort or produce information to
mislead the spectators and should be impartial in presenting the information.
B. Expertise
This relates to the skills, ability, and experience that the supporter has in connection
with interaction. Thus, celebrities are known as experts when it comes to endorsing