Please use this identifier to cite or link to this item:
https://rda.sliit.lk/handle/123456789/623
Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Bandaranayake, R. S. | - |
dc.contributor.author | Kulacathe, P. S. C. | - |
dc.contributor.author | Pathirage, H. C. | - |
dc.contributor.author | Perera, D. P. S H. | - |
dc.contributor.author | Bernard, D.T.K. | - |
dc.date.accessioned | 2022-01-12T07:52:59Z | - |
dc.date.available | 2022-01-12T07:52:59Z | - |
dc.date.issued | 2019-12-10 | - |
dc.identifier.issn | 2714-1616 | - |
dc.identifier.uri | http://localhost:80/handle/123456789/623 | - |
dc.description.abstract | The celebrity endorsement's involvement in advertising is gradually becoming essential in modern marketing. This study investigates the relationship between celebrity endorsement and the consumer purchase intention of young females in Sri Lanka. Considering the intense celebrity endorsement attachment, the study was based on the fairness cream industry in Sri Lanka. The attractiveness, trustworthiness, expertise, and the country of origin of celebrities were established as variables in the study. The required data was obtained from young females aged between 18-25 belong to 4 major subgroups namely; school students, undergraduate students, postgraduate students, and salon clients. The findings suggest that there is a weak positive relationship between celebrity endorsement and consumer purchase intention, and the strength of the relationship between each variable to purchase intention is discussed separately. This paper offers useful information to practitioners on selecting the best celebrity match for endorsing their brand as well as the study would facilitate effective brand promotion to develop existing business and upcoming entrepreneurs to assist competing with current and potential competitors in the market. | en_US |
dc.language.iso | en | en_US |
dc.publisher | SLIIT Business School | en_US |
dc.relation.ispartofseries | Biz Student Research Conference Prodeedings;12-20 pp. | - |
dc.subject | Attractiveness | en_US |
dc.subject | Expertise | en_US |
dc.subject | Trustworthiness | en_US |
dc.subject | Country of Origin | en_US |
dc.subject | Purchase Intention | en_US |
dc.title | Measuring the RQ Between Celebrity Endorsement and Young Femalé’s Purchase Intention (Study of Fairness Cream Industry) | en_US |
dc.type | Article | en_US |
Appears in Collections: | Biz Student Research Conference 2019 (BSRO) Research Papers - Department of Mechanical Engineering Research Papers - Dept of Business |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
2.pdf | 909.57 kB | Adobe PDF | View/Open | |
Title pages.pdf | 1.09 MB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.