The Impact of Celebrity Endorsement toward Brand Image with special Reference to Men’s Wear Apparel in Sri Lanka

Abstract

The working men take a significant role in the function of wearing formal wear apparel for day to day office- Number of factors affectsihe working men in selecting fashionable, quality apparel in order to fuIfil their daily clothing needs. The clothing gives men confidence, more personality uri *ot" winning afiitude for their day-to-day office work. ^celebritiei have been endorsed in modern apparel advertisements in order to thrive these needs and pass the level of confidence through celebrities. This study attempts to measure the impact of celebrity of endorsement on brand image with reference to men's wear formal apparel brands. For this research, i50tmale respondents were selected by using systematic random sampling method. The data analysis was done using correlation, regression, a"dia"k order by with the help of SPSS package version 23.0. According to the findings, celebrity endorsement and brand image are positively correlated. Thi study was conducted of focusing on three main attributes of celebrities. Those celebrity attributes were attractiveness, expertness and trust worthiness. When considering the research findings, it shows how the preferences towards men's wear apparel products (Shirts, ties, trousers) ^have been shifted over time in the modem era. The research findings reveal the most prefer,red local apparel brand in Sri Lanka, Namely 'Emerald'. Further it suggests changing the celebrities time to timc, rather depending only on crickiters, where the cricketers have becn always used for other advertisements as well and suggests moving on towards musicians and actors in order to give the same message with dil'fcrcrit pcrsonalities'