Celebrity Endorsement

CELEBRITY ENDORSMENT – PERCEPTION BY PROSPECTIVE EMPLOYEES (FMCG SECTOR)
Rushina Singhi 1, Ch. Abhinav Guptha 2, Anshul Jain 3
Assistant Professor of Amity Business School, Amity University Noida U.P
Student of Amity Business School, Amity University Noida U.P
Student of Amity Business School, Amity University Noida U.P
1 [e-mail]
[e-mail], 3 [e-mail],

ABSTRACT
Celebrity endorsement, undoubtedly an essential and effective tool for attracting masses towards the product or a service and it becomes more crucial when we consider FMCG to be concentrated sector. FMCG sector has used the tool of celebrity endorsement to convey its product usage, quality and existence, but it tends to set a personality to the brand through which its customers can visualize. This paper illustrates the varying intensity of attractiveness of their brand towards its prospective employees due to the celebrity they have chosen to promote them. Interestingly it has been found that celebrity endorsement deeply influence the prospective employee with reference to FMCG sector.
Keywords: Celebrity endorsement, Employees attractiveness, FMCG brand personality, Prospective employees perception

1. INTRODUCTION
Brand is a word which every corporate wants to be associated with its name, and whole corporate management strives hard to reach to a position where they can locate their brand with other niche brands existing. Corporate brand in the FMCG sector is a very essential tool to do profitable business and sustain in the market. FMCG sector revolves around masses and capture masses celebrity endorsement is a key as celebrity has a power to elevate the brand and attract masses for the product.
Celebrity endorsement does their job in attracting customer, but celebrity endorsement creates a brand image which would amend the interests and perception of the prospective employees and job seekers. Prospective employees are given highest

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