Significance of Celebrity Personality on Brand Personality

Abstract

Celebrities enjoy with the public recognition. The usage of the celebrities in the advertisements has been significantly increasing. The advertisers spent large amounts of money for the celebrities for their appearing as the brand ambassadors in advertisements. Due to inconsistencies of the findings of literature and lack of substantial number of studies, conduct in the Sri Lankan context, significance of celebrity personality on brand personality is unclear. Hence, the main objectives of this study are to analyze the significance of celebrity personality on brand personality and identify the relationship between celebrity personalities with brand personality. The research was carried out in Matara District, Sri Lanka and primary data were collected from a sample of 200 undergraduates by using a structured questionnaire. The sample was selected on the basis of criteria that they are watching television. The celebrity personality was measured based on three indicators namely: expertise, trustworthiness and attractiveness and brand personality was measured based on sincerity, excitement, competence, sophistication and ruggedness. As per the findings of the study it was found that brand personality is positively and significantly correlated with celebrity expertise, trustworthiness and attractiveness. It was also found that celebrity personality and brand personality correlation is strong, and positive.