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Browsing by Author "Munasinghe, U."

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    Empirical Study on the Impact of Celebrity Endorsement on Purchasing Decision in Cosmetics and Personal Care Products Industry
    (Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Munasinghe, U.; Weerasiri, S.
    Celebrity endorsement is a form of brand or promotion campaign that involves a famous public figure use his/her fame to promote products and services. In today’s marketplace, consumers of age level of 25-35 years have more purchasing power than ever before. Sri Lankan consumers who are in their 25-35 years age level presents majority of consumers with tremendous disposable income. This research will try to study the impact of celebrity endorsement on purchase decision of age level of 25-35 years in cosmetics and personnel care products industry in Sri Lanka This study is conducted to identify the impact of celebrity endorsement on purchase decision of age level of 25-35 years in cosmetics and personnel care products industry in Sri Lanka. The research framework was based on TEARS models to compare through empirical evidence in order to examine which is better to predict the factors affect to use celebrity endorsement. One of the methods of gathering reliable primary data is direct interviews on judgmental sampling, so questionnaire survey will conduct to carry out the research. Descriptive and Inferential statistics, regression model will be carried out in order to provide the findings from collected data. This empirical study offers implications for marketers who use celebrity endorsements as their promotion campaign to increase consumer’s purchasing decision by considering the factors affect to use these services as their future marketing strategies.
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    The Impact of Celebrity Endorsement on Purchasing Decision of Cosmetics Products Industry in Sri Lanka
    (Faculty of Graduate Studies, University of Kelaniya, Sri Lanka, 2016) Munasinghe, U.
    The celebrity endorsement has been an ever-featured strategy of marketing products. Like other countries, celebrity endorsement has been a common technique of promoting brands in Sri Lanka. In Sri Lanka, celebrities like movie actors, television stars, and famous athletes endorse products to influence consumers buying behavior. Marketers of various companies do not hesitate to spend large amount of money on their celebrity endorsement campaigns knowing the impact of it which influence the purchasing intention as a powerful promotion tool. Since this study pays attention on the cosmetics industry, pilot survey of the study identified key brands that most prominently use celebrity endorsement as a technique in the marketing strategy as well as the key celebrities in Sri Lanka and India who endorses cosmetics products which has taken the consumers attention the most. 20-40 age groups who are naturally respond to the glamour world very keenly and positively are the major consumer type which reacts to these celebrity endorsements well specially in the cosmetic industry. In conceptualization author uses the TEARS model in relation with purchasing decision of Cosmetic industry. This study will shed some lights on how the Sri Lankan consumers of 20-40 age groups are affected by celebrity endorsement of cosmetic industry since in Sri Lankan context it has never been done a study regarding the impact of celebrity endorsement on consumers of 20-40 age group purchasing decision in cosmetic industry.

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