Abstract:
The application of celebrity endorsement practices in Sri Lanka has been intensive
due to head on brand competitions resulting companies to depend on celebrities as
one of the responsive strategies. However, it is crucial to examine the absolute
effectiveness of the celebrity endorsement towards the endorsed brand as to
rationalize the marketing expenses incurred. This is a critical matter for the industries
or sectors where celebrity endorsement takes place quite competitively. Alongside the
said preview, this study focuse on evaluating the perceived effectiveness of celebrity
endorsement on perceived brand personality. Accordingly, it has examined the
relationship between celebrity endorsements related dimensions with the perceived
brand personality to explain how it does make results-driven celebrity endorsement.
Findings reveled that there is a positive relationship between perceived effectiveness
of celebrity endorsement and perceived brand personality. Accordingly, it was noticed
that the attractiveness and trustworthiness of celebrity endorsement prominently
influence perceived brand personality reporting more than 0.8 of correlation values in
both cases. Further, expertness of the celebrity also plays a major role. In line with the
findings, this paper contributes for the managerial practices referring how to use
effective celebrity endorsement strategies to make effective brand building strategies.
This could be used as a decisional guide to companies in managing celebrities to
enhance brand performance without tarnishing the respective brand image and
personality. Finally, it has presented the future research directions as a contribution to
knowledge by reviewing the research gaps found in Sri Lankan context.
