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

Randinithi Bandaranayake; P.S.C. Kularathne; H.C. Pathirage; D.P.S.H. Perera; Dr. Kingsley Bernard

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

Randinithi Bandaranayake *

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P.S.C. Kularathne

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H.C. Pathirage

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D.P.S.H. Perera

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Dr. Kingsley Bernard

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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

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Abstract

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 variablesattractiveness, 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.

References

14 Cites in Article

Reference Format

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Karin Braunsberger,James Munch (1996). Source expertise versus experience effects in hospital advertising.
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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Randinithi Bandaranayake, P.S.C. Kularathne, H.C. Pathirage, D.P.S.H. Perera, Dr. Kingsley Bernard. 2019. "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". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E4).

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GJMBR Volume 19 Issue E4

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification JEL Code: M30

Submission ReceivedDecember 15, 2018
Peer Review Double Blind
Handling Editor
Accepted January 3, 2019
Published January 15, 2019

Version of record

v1.2

Issue date

July 17, 2019

Language

English

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Article Matrices

Total Score: 157

Country: Sri Lanka

Subject: Global Journal of Management and Business Research

Authors: Randinithi Bandaranayake, P.S.C. Kularathne, H.C. Pathirage, D.P.S.H. Perera, Dr. Kingsley Bernard (PhD/Dr. count: 1)

View Count (all-time): 270

Total Views (Real + Logic): 1030

Total Downloads (simulated): 84

Publish Date: 2019 01, Tue

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Total Views: 1K

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