An Examination of the Celebrity Endorsement towards Consumer Purchase Intention, of Young Females in Sri Lanka (From a Case Study of Fairness Creams): A Pilot Study and Overview of the Findings
Considering the constant rivalry visible in the fairness cream industry and the celebrity endorsement based hyper-competition of public media advertisement techniques, this study aimed at identifying the variables which affect to purchase intention of young females in Sri Lanka. Depending on their age categories, education level and the duration of exposure to media the research had executed. This paper review the literature on celebrity endorsement and the three of the most common variables- attractiveness, expertise, and trustworthiness had been applied in the past researches and especially the “celebrity’s country of origin” on affecting consumer’s purchase intention is being brought forward as a variable to study for the first time related to the fairness cream industry. Numerous fairness cream companies use both local and foreign celebrities in their advertisements and measuring the effectiveness of the two categories can affect the advertising tactics of companies. The study has designed enveloping in-depth study on variables besides the common quantitative aspect and this method can reveal critical and more reliable results compared to past studies.
