Impact of celebrity endorsement on brand image among sri lankan adolescents: Special reference to manmunai north of batticaloa district

Abstract

This paper converses with Sri Lankan adolescents’ perceptions about how celebrity endorsement advertisements impact brand image. A quantitative survey method was constructed by issuing a self-administrated questionnaire among adolescents from 10 to 19 years in Manmunai North D.S of Batticaloa district. The convenience sample method was used to issue the questionnaires and 200 questionnaires were received back duly filled by the adolescents. Results revealed that celebrities endorsed advertisements are more attractive than the non-endorsed advertisements. Mostly, celebrities' attractiveness is a special attribute of celebrity endorsers, which is most memorable to adolescents in Sri Lanka. Moreover, the tested dimensions of celebrity endorsement show a positive relationship with the brand image. Moreover, overall celebrity endorsement shows a significant impact of celebrity endorsement on the brand image.