Symposia & Conferences
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Item 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.Item 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.Item 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.Item The Impact of Celebrity Endorsements on Customer Buying Intentions of the Sri Lankan Malted Milk Powder Market.(Department of Marketing Management, University of Kelaniya, 2016) Chandrasiri, N.A.S.S.; Gayathree, D.A.G.P.K.The celebrity endorsement is mainly used for the malted food drinks when comparing with other milk products. That is mainly due to the “Point of difference” most of the malted food drinks try to emphasize the energy. The research problem is to identify “Does celebrity endorsement influence the customer purchasing intention for malted milk powder brands in Sri Lanka?” The purpose of this study is to identify the association between celebrity endorsement and customer purchase intention of the Malted milk powder products. This research is quantitative and convenience sampling was used to collect data. For the purpose of achieving objectives responses were gathered from 100 respondents. After gathering the information the data were analyzed using different analytical tools. The data was coded and analyzed using SPSS statistical tools including descriptive statistics. Descriptive analysis will be done for the calculation of Mean Median, Mode, Standard deviation, Frequencies, and percentage for the independent and Dependent variables. Dimensions of celebrity endorsement that are celebrity attractiveness, trustworthiness and the expertise affect to customer purchase intention throughout this research report it explains how these three dimensions effect to the main concept of purchase intention for malted milk powder brands. Finally the hypotheses were tested based on the dependent and independent variable. After testing the entire hypothesis it is considered to be a positive relationship between the celebrity endorsement and the purchase intention of malted milk powder.Item The Impact of Celebrity Endorsement on Consumer Purchasing Intention .(Department of Marketing Management, University of Kelaniya, 2016) Senarathne, B.G.S.; Bandara, B.S.S.U.In present business and marketing context the celebrity endorsement in building brands has become a major strategy. However the impact of this celebrity endorsement needs to analyze more as it impacts on the customers in different ways. Therefore the problem of this study has centered to “celebrity endorsement and consumer purchasing intension in Sri Lanka”. Even though there are many researches conducted with regards to the celebrity advertising and celebrity endorsement. There are no sufficient empirical evidences in Sri Lanka with regards to celebrity endorsement and its impact on consumer purchasing intention. The researcher has used the quantitative method and utilized the simple random sampling to select the respondents. Thus data were collected using 200 respondents from Kiribathgoda, Kelaniya and Gampaha area. The findings show positive relationship with celebrity endorsement and consumer purchasing intention. But it is a week positive relationship. However match up congruence of celebrity endorsement has strong positive relationship on consumer purchasing intention. Based on the findings the researcher has also provided recommendations in order to develop good brands based on the celebrity endorsement which can ultimately increase the purchasing intention.Item Impact of Celebrity Endorsement towards Brand Equity: With Special Reference to Carbonated Soft Drinks Brands.(Department of Marketing Management, University of Kelaniya, 2016) Costa, M.P.C.; Bandara, B.S.S.U.Nowadays, companies spend billions of dollars per year on celebrity endorsement to create the positive awareness for their products and brands. Most of carbonated soft drink brands tend to implement celebrity endorsement as an effective promotional tool .on the other hand the impact of the celebrity endorsement on brand equity varies from country to country according to previous research studies. But here the researcher could not found out any prior research conducted on the impact of celebrity endorsement towards the brand equity with special reference to carbonated soft drinks brands in Sri Lankan context. Thus the key purpose of this research to study the impact of celebrity endorsement towards the brand equity; with special reference to carbonated soft drink brands. In order to obtain a more reliable result, a quantitative research is carried out to investigate the topic. Descriptive statistics were used for analysis of demographic data. Correlation analysis was carried out to find out the relationship between the independent and dependent variables. According to the research findings, all the factors of celebrity endorsement (trustworthiness, expertise, attractiveness, product congruency, celebrity activation and celebrity multiplicity) have a liner relationship with brand equity .However; the level of impact of each factor is different from one another. Celebrity multiplicity and attractiveness of celebrity endorsement are most prominent factors which impact to build brand equity.Item 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.Item The Impact of Celebrity Endorsement on Brand Personality in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Amarasighe, N.M.; Weerasiri , R.A.S.This Study was carried out to evaluate the effectiveness of celebrity endorsement on brand personality. Other than that this research was carried out to identify the relationship between celebrity endorsements and brand personality. Also to find out the key factors that plays a prominent role in a successful celebrity endorsement. To get a clear view of the relationship between the two variables a survey was carried out and information was gathered from Sri Lankan consumers. The Outcome shows there is a positive relationship between celebrity endorsement and brand personality. Consumers agreed that brand personality gets influenced by the celebrity’s characteristics. Most of the respondents are bias towards the attractiveness of the celebrity and trustworthiness. Expertise factor of the celebrity is also playing a major role. Companies would need to consider these factors when taking decisions regarding celebrity endorsements. They also need to identify the significant relationship it has with the brand personality. From this conclusion companies can take successful celebrity related decisions without tarnishing their brand image and personality. This will increase their bottom lines if the decisions were taken tactfully.Item 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.Item 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.