Commerce and Management

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Impact of Celebrity Endorsement on Consumer Buying Behavior: With Special Reference to Telecommunication Sector in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2017) Kavindya, M.D.A.; Weerasiri, R.A.S.
The purpose of this study is to identify the impact of celebrity endorsement towards consumer buying behaviour in telecommunication services sector in Sri Lanka. It provides the support in identifying the impact of celebrity endorsers and discuss the characteristics a celebrity should have for an effective brand endorsement by helping decision makers in selecting the right celebrity to represent their brand. The data of the study has been conducted using both secondary and primary data sources and sample selection has been done using selective sampling to proportionately define the sample. The sample was a representation of Sri Lankan telecommunication subscribers comprises with 20 – 40 age range and size of the sample was 100 respondents. Descriptive and inferential statistical results are obtained through data analysis and it is hypothetically proven that there is a significant relationship between four independent variables; trustworthiness, expertise, attractiveness, respect of the celebrity and consumer buying behaviour.
The impact of celebrity endorsement toward brand image with special reference to men’s wear apparel in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2016) Rashinda, Malshan.; Weerasiri, R.A.S.
The working men take a significant role in the function of wearing formal wear apparel for day to day office. Number of factors affects the working men in selecting fashionable, quality apparel in order to fulfill their daily clothing needs. The clothing gives men confidence, more personality and more winning attitude for their day-to-day office work. 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 purpose, 150 male respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 23.0 of SPSS package. Results revealed that celebrity endorsement and brand image are positively correlated. The study was conducted of focusing on three main attributes of celebrities. Those celebrity attributes were attractiveness, expertness and trustworthiness. The research findings reveal the most preferred local apparel brand in Sri Lanka, Namely ‘Emerald’. Further it suggests changing the celebrities time to time, rather depending only on cricketers, where the cricketers have been always used for other advertisements as well and suggests moving on towards musicians and actors in order to give the same message with different personalities.
The Impact of Celebrity Endorsement toward Brand Image with special Reference to Men’s Wear Apparel in Sri Lanka
(Global Illuminators, Kuala Lumpur, Malaysia., 2016) Malshan, R.N.A.D.; Weerasiri, R.A.S.
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'

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