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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Roshan Priyankara, Sudath Weerasiri, Ravindra Dissanayaka, Manoj Jinadasa
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DOI:10.17265/2328-2185/2017.02.005
Affiliation(s)
University of Kelaniya, Kelaniya, Sri Lanka
ABSTRACT
This present paper explores the celebrities appearing
on television advertisements. The purpose is to identify the influence of
celebrity endorsement on consumer buying intention in Sri Lanka. Television Advertising
is one of the marketing communication tools used to receive the attention of
the customer and build their loyalty to perfume brands. Celebrity advertisement
is an important and frequently used marketing tool to directly influence the
consumers’ purchase intentions. The aim of this study is to determine the
effect of celebrity endorsement on customer purchasing intention for perfume
brands. The survey method was used as the research
method. Questionnaire was utilized in gathering information from the
respondents in Colombo and Gampaha in Sri Lanka. Cluster sampling was used to
select a sample size of 100 and collected data were analyzed descriptively
using the SPSS 20.0 version. Correlation analysis was conducted to establish
the nature of the relationship between the celebrity endorsers and consumer
purchasing intention. Results showed significant relationship between the
celebrity endorsement (likability, credibility, personality, attractiveness,
and expertise) and consumer purchasing intention, so that all five hypotheses
were accepted by this exploration.
KEYWORDS
celebrity endorsement, likability, personality, attractiveness, credibility, expertise and consumer purchasing intention
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