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The Impact of Celebrity Endorsement on Consumer Buying Behavior: with Special Reference to Confectionery Industry in Sri Lanka

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dc.contributor.author Amarasekara, D. C. A.
dc.contributor.author Weerasiri, R. A. S.
dc.date.accessioned 2024-08-22T09:53:43Z
dc.date.available 2024-08-22T09:53:43Z
dc.date.issued 2022
dc.identifier.citation Amarasekara, D. C. A.; Weerasiri, R. A. S. (2022), The Impact of Celebrity Endorsement on Consumer Buying Behavior: with Special Reference to Confectionery Industry in Sri Lanka, 7th Student Research Conference in Marketing (SRCM 2022), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 59 en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/28039
dc.description.abstract Sri Lanka, as a South Asian country with a growing economy, presents numerous areas for research. Among these, the confectionery industry, which plays a significant role in the economy, has garnered attention. This study focuses on the impact of celebrity endorsement on consumer buying behavior within this sector. The confectionery industry has experienced substantial growth over the past decade, and forecasts suggest continued rapid expansion in the coming years. Consequently, intense competition has emerged among industry players. Celebrity endorsement is identified as a potentially effective strategy to address these competitive challenges. Empirical studies indicate that celebrity endorsement positively influences consumer buying behavior in the confectionery sector. Specifically, attributes such as celebrity expertise, trustworthiness, and attractiveness are found to motivate consumer purchase intentions. This research examines the effect of celebrity endorsement on consumer buying behavior in Sri Lanka’s confectionery industry. A simple random sampling technique was employed to select a sample of 384 consumers from across Sri Lanka. Data were analyzed using correlation matrix analysis. Given the limited existing research on the impact of celebrity endorsement within this industry in Sri Lanka, this study provides valuable insights for organizations in the sector, helping them to develop and implement effective marketing strategies. en_US
dc.publisher Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka en_US
dc.subject Celebrity Endorsement, Confectionery Industry, Consumer Buying Behavior en_US
dc.title The Impact of Celebrity Endorsement on Consumer Buying Behavior: with Special Reference to Confectionery Industry in Sri Lanka en_US


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