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The Impact of Celebrity Endorsement on Brand Personality in Sri Lanka.

Show simple item record Amarasighe, N.M. Weerasiri , R.A.S. 2017-08-18T04:18:03Z 2017-08-18T04:18:03Z 2016
dc.identifier.citation Amarasighe, N.M. and Weerasiri , R.A.S. 2016. The Impact of Celebrity Endorsement on Brand Personality in Sri Lanka. 1st Student Research Conference on Marketing (SRCM), Department of Marketing Management, University of Kelaniya, Kelaniya. p 07. en_US
dc.description.abstract This Study was carried out to evaluate the effectiveness of celebrity endorsement on brand personality. Other than that this research was carried out to identify the relationship between celebrity endorsements and brand personality. Also to find out the key factors that plays a prominent role in a successful celebrity endorsement. To get a clear view of the relationship between the two variables a survey was carried out and information was gathered from Sri Lankan consumers. The Outcome shows there is a positive relationship between celebrity endorsement and brand personality. Consumers agreed that brand personality gets influenced by the celebrity’s characteristics. Most of the respondents are bias towards the attractiveness of the celebrity and trustworthiness. Expertise factor of the celebrity is also playing a major role. Companies would need to consider these factors when taking decisions regarding celebrity endorsements. They also need to identify the significant relationship it has with the brand personality. From this conclusion companies can take successful celebrity related decisions without tarnishing their brand image and personality. This will increase their bottom lines if the decisions were taken tactfully. en_US
dc.language.iso en en_US
dc.publisher Department of Marketing Management, University of Kelaniya en_US
dc.subject Celebrity Endorsement en_US
dc.subject Brand Personality en_US
dc.subject Attractiveness en_US
dc.subject Trustworthiness en_US
dc.subject Expertise en_US
dc.title The Impact of Celebrity Endorsement on Brand Personality in Sri Lanka. en_US
dc.type Article en_US

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