Published Paper Details:

Celebrity endorsements and their counterparts have been examined in the study to highlight their possible impacts on consumers' buying behaviour relative to the fast-moving consumer goods (FMCG) sector. A sample of 120 respondents has been drawn from this exercise in testing the effectiveness of both forms of endorsements for building trust in the brand, recalling the brand, and, ultimately, deciding on purchases. What they found is that even though celebrity endorsement brings the attention and visibility of a brand, the endorser actually tends to be perceived as more genuine and, therefore, more trustworthy. Honest feedback and relatability of the non-celebrity endorser make this more credible in most cases. However, celebrity endorsements still have a better edge when intending to influence buying decisions-as with younger demographics. As such, the conclusions drawn from the study are that an ideal combination of both the endorsements will maximize the marketing impact and consumer engagement.