Commerce and Management

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Subject: search.filters.subject.Celebrity Worship Motives

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    IMPACT OF CELEBRITY WORSHIP MOTIVES ON CUSTOMER BRAND RELATIONSHIP (CBR) BEHAVIOR TOWARDS SERVICE SECTOR ENDORSED BRANDS
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Hossain, M.D.A.; Wasantha, H.L.N.; Dissanayake, D.M.R.
    The practice of using celebrities has been a vital strategy across the world whereas different product scopes have been examined within empirical studies related to Celebrity Worship Motives (CWM). Meanwhile, the cost and the risk engaged with celebrity endorsement are also a critical factor as it needs to evaluate the impact towards endorsed brand. As it finds in Sri Lanka and India, Bangladesh is also a significant context for celebrity endowment practices. Bangladesh idolizes their cricketers and cinema starts for celebrity endorsement practices, but empirical gaps are noticed to examine their effectiveness for the brand related behaviors. Accorodgly, this paper focuses examining the perception of customer on celebrity endorsement with reference to Customer Brand Relationship behavior (CBR) in the services sector endorsed brands. It has used a structured questionnaire as the main research instrument to collect the primary data followed by survey method. Probability sampling method was occupied to select 160 respondents for the survey and both descriptive and inferential statistics were used to analyze the data. Hypotheses were tested by using correlational analysis. The relationship between entertainment motives and CBR towards the endorsed brand was found to be significant in the findings. Researchers concluded the paper by explaining how different antecedents of CWM relate with CBR whilst suggesting propositions for the future studies.
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    Influence of Celebrity Worship Motives on Perceived Brand Evaluation of Endorsed-Brand,
    (Proceeding of the International Conference on Advanced Marketing, 2017) Dissanayake, D.M.R.; Ismail, N.; Pahlevan Sharif, S.
    The concept of Effectiveness of Celebrity Endorsement has been explained in different models and theories as a notion related to the characteristics of the celebrity and the management –related perspectives of its use. The impact generated through the effectiveness of celebrity endorsement on endorsed brand is referred as brand evaluation. In addition, Absorption–Addiction Model (McCutcheon, Lynn, Lange, & Houran, 2002) explains how psychological bond between respondents and the respective celebrity is determined via “Celebrity Worship Motives” influences brand evaluation. Accordingly, this paper reviews how celebrity worship motives operate as a mechanism to moderate the relationship between perceived effectiveness of celebrity endorsement and perceived brand evaluation contexts. An extended literature review was followed as the main research instrument by highlighting empirical research gaps postulated by recently held studies. Accordingly, this study aims to propose research propositions to services sector brands in line with the empirical research gaps postulated by recently held studies. Finally, researchers suggest research hypotheses based on the literature reviews and discussions connected to the notion of celebrity worship motives. Paper concluded claiming empirical gaps found in services sector to examine how celebrity worship motives moderates the effectiveness of celebrity endorsement on perceived brand evaluation.
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    IMPACT OF CELEBRITY WORSHIP MOTIVES ON CUSTOMER BRAND RELATIONSHIP (CBR) BEHAVIOR TOWARDS SERVICE SECTOR ENDORSED BRANDS.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Hossain, M.D.A.; Wasantha, H.L.N.; Dissanayake, D.M.R.
    The practice of using celebrities has been a vital strategy across the world whereas different product scopes have been examined within empirical studies related to Celebrity Worship Motives (CWM). Meanwhile, the cost and the risk engaged with celebrity endorsement are also a critical factor as it needs to evaluate the impact towards endorsed brand. As it finds in Sri Lanka and India, Bangladesh is also a significant context for celebrity endowment practices. Bangladesh idolizes their cricketers and cinema starts for celebrity endorsement practices, but empirical gaps are noticed to examine their effectiveness for the brand related behaviors. Accorodgly, this paper focuses examining the perception of customer on celebrity endorsement with reference to Customer Brand Relationship behavior (CBR) in the services sector endorsed brands. It has used a structured questionnaire as the main research instrument to collect the primary data followed by survey method. Probability sampling method was occupied to select 160 respondents for the survey and both descriptive and inferential statistics were used to analyze the data. Hypotheses were tested by using correlational analysis. The relationship between entertainment motives and CBR towards the endorsed brand was found to be significant in the findings. Researchers concluded the paper by explaining how different antecedents of CWM relate with CBR whilst suggesting propositions for the future studies.