Digital Repository

Review On Advertising Creativity, Brand Personality And Celebrity Personality

Show simple item record Jinadasa, M. Perera, R.P. Dissanayake, D.M.R. Weerakoon, R. 2020-10-20T20:03:11Z 2020-10-20T20:03:11Z 2020
dc.identifier.citation Jinadasa, M., Perera, R.P., Dissanayake, D.M.R. and Weerakoon, R. (2020). Review On Advertising Creativity, Brand Personality And Celebrity Personality, Journal of Critical Reviews, Vol.07 Issue 14, P. 2511 en_US
dc.description.abstract Advertising is one of the vastly applied marketing communication tools in the world and creativity plays a significant role within resulting positive consumer evaluations. Meanwhile, celebrities are used in advertisements across the world reporting a tremendous rate of use in all types of media. Some argued that the effectiveness of celebrities is still questionable whilst many studies admire what it does for brand building strategies. There are theories and models explaining what makes celebrities effective for favorable brand evaluations. Meanwhile, studies signify brand personality as one of the facets of brand evaluations resulted by marketing communications. Empirical studies are found claiming further research works to examining the effectiveness of celebrities in developing perceived band personality. Arguments are found stating celebrity character and brand personality congruence is a viral combination whilst empirical thoughts suggest to further examine such relationships with reference to different cultures and product scopes. Accordingly, this paper reviews the literatures about how creativity is used in the advertising with special reference to the brand personality and the celebrity endorser‟s personality. Therefore, this paper produces an empirical discussion on creativity, advertising, brand personality and celebrity personality as the main components and conceptual relationships are reviewed accordingly. Paper followed a comprehensive literature review to discuss the empirical thoughts on main concepts. It made an attempt to prove the relationships amongst the main variables namely creativity of advertising, brand personality and celebrity personality whilst discussion was made to relate evidences in different countries and product scopes. Finally, paper concludes the significance of source-based factors and management-based factors to be considered when applying celebrity characters to result brand evaluations including brand personality. en_US
dc.language.iso en en_US
dc.publisher Journal of Critical Reviews en_US
dc.subject Advertising, Band Personality, Celebrity Personality, Creativity en_US
dc.title Review On Advertising Creativity, Brand Personality And Celebrity Personality en_US
dc.type Article en_US

Files in this item

This item appears in the following Collection(s)

Show simple item record

Search Digital Repository

Advanced Search


My Account