Client Sensitivity about Celebrity Endorsement: A Study of FMCG Trademarks

Abstract

Concept of this cram is based on celebrity endorsement as a tool of Clint sensitivity regarding the brand. A Primary study of 478 folks was accomplished to investigate the aspect affecting purchase intentions among FMCG consumers of Pakistan. Three Predictor variables were studied as determinants of consumers’ purchase intentions with the help of SPSS and sales volume of the FMCG products in the specific region of Punjab Pakistan and found to have a positive association with purchase intentions while using a celebrity endorsement. This study will lead the marketers towards new dimensions of the branding and advertisement. This study helps us to understand the effectiveness of celebrity endorsement and arrive at a meaningful conclusion.

Keywords: Celebrity endorsement, Brand image, Brand loyalty, Purchase intention.