Comptabilité et marketing

The Impact of Perceived Effectiveness of Celebrity Endorsement on Perceived Brand Personality

Abstract

 Dissanayake DMR and Weerasiri RAS

The application of celebrity endorsement has been an intensive practise due to head-on brand competitions. It forces companies to depend on celebrities as one of the responsive strategies. However, it is crucial to examine the absolute effectiveness of celebrity endorsement towards the endorsed-brands as to rationalize 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 focused to evaluate the perceived effectiveness of celebrity endorsement on perceived brand personality. Accordingly, it has examined the relationship between celebrity endorsements related dimensions with perceived brand personality to explain how it does make resultsdriven celebrity endorsement. Findings revealed 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 as reporting significant levels of coefficient values and probability in both cases. Further, expertness of the celebrity is also playing 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 brand personality. Finally, it has presented the future research directions as a contribution to knowledge by reviewing the research gaps found in Sri Lankan context.