• Login
    • University Home
    • Library Home
    • Lib Catalogue
    • Advance Search
    View Item 
    •   IR@KDU Home
    • INTERNATIONAL RESEARCH CONFERENCE ARTICLES (KDU IRC)
    • 2020 IRC Articles
    • Management, Social Sciences & Humanities
    • View Item
    •   IR@KDU Home
    • INTERNATIONAL RESEARCH CONFERENCE ARTICLES (KDU IRC)
    • 2020 IRC Articles
    • Management, Social Sciences & Humanities
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Celebrity Endorsement and its Effect on Purchase Intention with Reference to Skincare Products in Sri Lanka

    Thumbnail
    View/Open
    pdfresizer.com-pdf-split (1)_7.pdf (791.6Kb)
    Date
    2020
    Author
    Munasinghe, Chathumini
    Gunaratne, Charuka
    Chandrasiri, Hasini
    Gunatilake, Lahiru
    Metadata
    Show full item record
    Abstract
    In the current media landscape, advertisers use different celebrity personnel as brand ambassadors. As per the secondary evidences such advertisements with celebrities, are favourably judged by the viewers. Therefore, the primary objective of this study is to identify the influence of celebrity endorsement on customer purchase intention of skincare products. Accordingly, likability, credibility, personality, attractiveness of the celebrity is taken as independent variables, whereas consumer purchase intention is taken as the dependent variable. Primary data were collected through a survey using an online questionnaire. A sample of consumers were identified from Ratmalana area using the convenience sampling method. The study employs pure quantitative analysis using the SPSS 23 version software. As per the findings, credibility, personality and attractiveness were identified as the characteristics of a celebrity that have an effect on the purchasing intention while likability of a celebrity showed no effect. As implications, marketers need to hire more attractive celebrities, and they must make sure that the celebrities will not harm or disgrace the product that they are endorsing.
    URI
    http://ir.kdu.ac.lk/handle/345/2864
    Collections
    • Management, Social Sciences & Humanities [47]

    Library copyright © 2017  General Sir John Kotelawala Defence University, Sri Lanka
    Contact Us | Send Feedback
     

     

    Browse

    All of IR@KDUCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsFacultyDocument TypeThis CollectionBy Issue DateAuthorsTitlesSubjectsFacultyDocument Type

    My Account

    LoginRegister

    Library copyright © 2017  General Sir John Kotelawala Defence University, Sri Lanka
    Contact Us | Send Feedback