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.
