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

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

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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.

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Not applicable for this article.

How to Cite This Article

Randinithi Bandaranayake. 2019. \u201cAn 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\u201d. 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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GJMBR-E Classification JEL Code: M30

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

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v1.2

Issue date

July 17, 2019

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Article Matrices

Total Score: 110

Country: Sri Lanka

Subject: Global Journal of Management and Business Research - E: Marketing

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): 164

Total Views (Real + Logic): 2613

Total Downloads (simulated): 1400

Publish Date: 2019 07, Wed

Monthly Totals (Real + Logic):

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Total Views: 2613

Total Downloads: 1400

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