Online ISSN: 2515-8260

Keywords : sports personalities and commercials

Celebrity Endorsement and Brand Preference of Nutrition Drinks

Shiva Shankaran. K. R.; Divakar. A. K.; Dr. Viduthalai P

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 8, Pages 4669-4681

Celebrity endorsements have a colossal influence in altering consumer perception is the
nutrition drink sector of the Fast-Moving Consumer Goods. Nutrition drinks are one of the
highest advertised FMCG products with huge advertising budgets, hence accessing their
effectiveness is of paramount importance. The paper explores the extent of influence and
effectiveness of the celebrity endorsements over the audience. The survey method was
employed and hence a structured questionnaire (research tool) was administered to 450
respondents. The analysis of the obtained data was fed into the statistical package SPSS 24
and the results were further analyzed. Dominance need, exhibition need, affiliation need
and achievement need from “Henry Murray’s” personalogy theory was picked-out to be the
most effective needs for the objective of the study and hence were used as theoretical frame
work, for the research. Celebrity endorsements were found to be one of the most effective
methods when it comes to the nutrition drink category.