Please use this identifier to cite or link to this item: http://idr.nitk.ac.in/jspui/handle/123456789/13139
Full metadata record
DC FieldValueLanguage
dc.contributor.authorDeshbhag, R.R.
dc.contributor.authorMohan, B.C.
dc.date.accessioned2020-03-31T08:45:17Z-
dc.date.available2020-03-31T08:45:17Z-
dc.date.issued2020
dc.identifier.citationJournal of Indian Business Research, 2020, Vol., , pp.-en_US
dc.identifier.urihttp://idr.nitk.ac.in/jspui/handle/123456789/13139-
dc.description.abstractPurpose: The purpose of this study is to determine the influence of celebrity credibility (trustworthiness, attractiveness and expertise) on risk perception and buying intention of Indian fast moving consumer goods (FMCG) consumers. Design/methodology/approach: The present study adopted the survey method to know the influence of celebrity credibility dimensions on the perceived risk and purchase intentions of Indian FMCG consumers. This study has performed a survey on 250 respondents using the self-administered questionnaire consisting of 18 measurement scales. Findings: The major findings of this study indicate celebrity trust and celebrity expertise are the most important dimensions of celebrity to influence the risk perceptions of Indian FMCG consumers. The risk perceptions positively influence the purchase intentions of Indian FMCG consumers. Research limitations/implications: This study was limited to the Indian context, but theoretical contributions in terms of justifying the relationship linking variables, which might affect success, as well as the failure of celebrity endorsements. Practical implications: The research findings can assist the practitioners in selecting the right celebrity endorser as a spokesperson for promoting Indian FMCG brands based on three dimensions of celebrity credibility (trust, expertise and attractiveness). Originality/value: The study has proposed and tested the new theoretical model considering the celebrity trust, celebrity expertise and celebrity attractiveness as the affective responses from the buyers of FMCG. Perceived risk is mainly cognitive responses influenced through celebrity credible sources. The study attempted to investigate the impact of both affective and cognitive responses on the purchase intentions of Indian FMCG consumers. 2020, Emerald Publishing Limited.en_US
dc.titleStudy on influential role of celebrity credibility on consumer risk perceptionsen_US
dc.typeArticleen_US
Appears in Collections:1. Journal Articles

Files in This Item:
There are no files associated with this item.


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.