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Research Paper | Management | Sri Lanka | Volume 6 Issue 6, June 2017 | Popularity: 7 / 10

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Celebrity Endorsement and Purchase Intention of Telecommunication Industry in Sri Lanka

K. C. Koththagoda, Sudath Weerasiri

Abstract: Celebrity endorsement on purchase intention has made significant influence in recent years within Sri Lankan telecommunication industry. This study empirically examines the role of celebrity endorsement on consumer purchase intention within the context of Sri Lankan telecommunication industry. Simple random sampling method was employed to select the individuals for the sample in western province. A total of 385 of telecommunication subscribers were selected for the study and data were analyzed using correlation matrix analysis. The results indicated that trustworthiness, expertise, attractiveness, respect of the celebrity has significant relationship with consumer purchase intention. Based on these results, it was recommended that celebrity endorsement is an effective aspect in terms of telecommunication advertising for the purchasing intention of the consumers. Therefore marketing managers should give critical attention when using celebrities for advertising telecommunication services because it influences on consumers purchasing decision.

Keywords: Celebrity endorsement, purchase intention, Telecommunication industry, Sri Lanka

Edition: Volume 6 Issue 6, June 2017

Pages: 635 - 638

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