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Author: search.filters.author.Dissanayake, D.M.R.Subject: search.filters.subject.Celebrity Endorsement

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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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    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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    Relationship between Celebrity Endorsement and Brand Attitude: With Reference to Financial Services Sector Brands in Sri Lanka
    (Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Dissanayake, D.M.R.; Ismail, N.
    This study is focused on Sri Lankan service sector which has remarked a significant position in the local economy. The concept of Celebrity Endorsement has been tested in this study to evaluate on how it does relate with Brand Attitude towards financial services brands in Sri Lanka. It has followed a deductive approach in justifying the variables to conceptualize the variable relationships and measures were rationalized accordingly. Reliability was tested to verify the internal consistency of the variables. It has selected 160 respondents followed by stratified random sampling technique and hypotheses were tested by using correlation analysis via 2 tailed test. It revealed that celebrity characteristics namely Trustworthiness, Expertise and Attractiveness are highly correlated with Perceived Brand Attitude, and Similarity was found as weakly correlated factor with Perceived Brand Attitude. The characteristic of Respect was found as moderate level factor being correlated with Perceived Brand Attitude. It has proposed the propositions for the future studies referring to the research gaps found in Sri Lankan service sector followed by conclusion and notions for managerial implication at the end of the paper.