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The Impact of Celebrity’s Field of Expertise on Consumer Perception

Author

Listed:
  • A.A.S.N Munasinghe

    (Sri Lanka Institute of Information Technology, Colombo, Sri Lanka.)

  • D.T.K. Bernard

    (Sri Lanka Institute of Information Technology, Colombo, Sri Lanka.)

  • H.M.U.S.R. Samarasinghe

    (Sri Lanka Institute of Information Technology, Colombo, Sri Lanka.)

  • S.R.N. Gamhewa

    (Sri Lanka Institute of Information Technology, Colombo, Sri Lanka.)

  • Sajith Sugathadasa

    (Sri Lanka Institute of Information Technology, Colombo, Sri Lanka.)

  • T.C. Muthukumara

    (Sri Lanka Institute of Information Technology, Colombo, Sri Lanka.)

Abstract

The use of celebrity based endorsements in advertising has started receiving increased attention over the past few decades due to the glamour and the popularity added in promotions is one of the most salient aspects used in promoting a brand. A vast variety of celebrities, regardless of the respective field they belong to, have started endorsing number of brands and rarely fails in capturing the consumer attention. Although, attention and attraction based objectives are achieved via these celebrities, the need affecting the consumer perception remains vital as it aids in persuading the customers to convert their purchase intention to a purchase decision. However, the impact on consumer perception with regard to the endorsements by celebrities who does not have a relevance to the endorsed product is still a question to be probed in majority of the instances. Therefore, this study carried out with the intention of identifying the relationship between the celebrities field of expertise and consumer perception, takes up a quantitative approach with the application of chi-square test of independence in determining the association particularly with reference to the personal care product categories that exist in the Sri Lankan market.

Suggested Citation

  • A.A.S.N Munasinghe & D.T.K. Bernard & H.M.U.S.R. Samarasinghe & S.R.N. Gamhewa & Sajith Sugathadasa & T.C. Muthukumara, 2019. "The Impact of Celebrity’s Field of Expertise on Consumer Perception," International Review of Management and Marketing, Econjournals, vol. 9(2), pages 31-34.
    • Handle: RePEc:eco:journ3:2019-02-5
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    References listed on IDEAS

    as
    1. I. Roozen & C. Claeys, 2010. "The Relative Effectiveness of Celebrity Endorsement for Print Advertisement," Review of Business and Economic Literature, Intersentia, vol. 0(1), pages 76-90, March.
    2. I. Roozen & C. Claeys, 2010. "The Relative Effectiveness of Celebrity Endorsement for Print Advertisement," Review of Business and Economic Literature, Intersentia, vol. 55(1), pages 76-90, March.
    3. Irene Roozen & Christel Claeys, 2010. "The Relative Effectiveness of Celebrity Endorsement for Print Advertisement," Review of Business and Economic Literature, KU Leuven, Faculty of Economics and Business (FEB), Review of Business and Economic Literature, vol. 0(1), pages 76-89.
    4. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Consumer perception; Endorsements; Personal care product categories; source;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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