A Study of How Celebrity Endorsement on ROI Affects CPG Brands

A Study of How Celebrity Endorsement on ROI Affects CPG Brands

Debajeet Das

MBA

2nd semester

Abstract

The main objective of this research was to take a look at the relationship between celebrity endorsement and Return on Investment (ROI) for brands of Consumer-Packaged Goods (CPG). The text could benefit from a clearer introduction that summarizes the main objective and methods of the research. This would help the reader understand the context and purpose of the study before diving into the specific details.

The wording of some sentences could be simplified for greater clarity. For example, instead of saying "The survey asked them questions about how they felt about celebrity endorsements," the text could say "The survey asked respondents for their opinions on celebrity endorsements."

Including some concrete examples of the findings from the research could help bring the text to life and make it more engaging for readers. For instance, the text could mention specific brands or celebrities that were found to have a particularly strong or weak impact on ROI.ularly, the study was interested in understanding how various celebrity endorsements characteristics, such as celebrity credibility, attractiveness, and brand congruence, impact the ROI of CPG businesses.

The research project used a mixed-methods strategy using qualitative and quantitative techniques. Consumers who frequently buy CPG products were polled from a wide range of categories. The survey asked them questions about how they felt about celebrity endorsements, what items they preferred, and how they made purchases. In addition, multiple rounds of in-depth interviews with marketing directors from different CPG firms were done to learn more about their decision-making procedures related to celebrity endorsements and the accompanying ROI.