Impact of celebrity endorsement on cause-related marketing and purchase intention of FMCG consumers in Chennai

Krishnan, S. Arul; Rameshkumaar, V. P.; Prakash, K.; Sugandaran, D.; Balaji, B.

doi:10.47974/JSMS-1123

Open Access Research Article

Impact of celebrity endorsement on cause-related marketing and purchase intention of FMCG consumers in Chennai

^*S. Arul KrishnanCorresponding authorsarulkrishnan@veltech.edu.inDepartment of Management StudiesVel Tech Rangarajan Dr. Sagunthala R & D Institute of Science and TechnologyAvadi, Chennai, 600062, India0000-0001-5670-7468View full profile → , V. P. Rameshkumaarrameshvp@sonamgmt.orgDepartment of MBASona College of TechnologySalem, Tamil Nadu, 636005, India0000-0002-3427-9957View full profile → , K. Prakashbharani75@gmail.comCollege of ManagementSRM Institute of Science and TechnologyRamapuram, Chennai, India0000-0003-4273-1496View full profile → , D. Sugandarandaransugan@gmail.comDepartment of Business AdministrationExcel College for Commerce and ScienceKomarapalayam, India0009-0007-1824-0407View full profile → , B. Balajiprof.bbalaji@gmail.comShree Gurukripa Institute of ManagementKodambakkam, Chennai, India0000-0002-0266-9619View full profile →

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pp. 1627–1641Vol. 26Issue 7October 2023DOI: 10.47974/JSMS-1123XML

Published Online:: 27 Nov 2023
Article type:: Research Article
Language:: EN
Article no.:: JSMS-1123
Pages:: 1627–1641

Abstract

The study planned to examine the impact of celebrity endorsement on cause-related marketing and purchase intention of FMCG consumers in Chennai. The consumers frequently purchasing fast-moving consumer goods in supermarket, and departmental stores are identified for survey. The study is started with 1029 sample consumers. Purposive sampling technique is administered for sample selection. The study considered the aspects like product eminence, brand fame, target audience, nature of cause, celebrity endorsement and purchase intention of consumers. Structural equation modelling and one-way Anova are applied to test the hypotheses proposed. Result revealed that product eminence, brand fame and target audience have positive and significant effect on nature of cause. The nature of cause has positive and significant impact on purchase intention. Celebrity endorsement has significant partial mediation towards nature of cause and purchase intention of consumers.

Keywords

Celebrity endorsement Cause-related marketing Nature of cause Purchase intention Consumers

Subject Classifications

90B6090B50

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