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The role of the celebrity spokesperson can be multiple and not necessarily mutually exclusive, such as Testimonial, Endorser & Spokesman. Psychology literature has identified three dimensions of source credibility, in particular when the source is an individual; trust, expertness and attractiveness. The present study empirically examines the consumer perception towards FMCG endorsements by film stars. Attractiveness and expertise have been positively perceived, whereas trustworthinessdoi:10.5281/zenodo.1312326 fatcat:5o3gzfyudfhsrehkkvvdsic6ku