Abstract:
The celebrity advertising becomes most popular in the modern world. In these days’
sports celebrities has become the famous and favorable interest in the society, mostly
among young generation. Many of researchers have researched about Impact on celebrity
endorsement on brand image. But less number of researchers has done the relationship
between celebrity personality and brand personality. Even in the Sri Lankan context
we cannot find research about celebrity personality impact on brand personality. This
research was conducted to fulfill the research gap. The research conducted to attain the
objective of, to identify whether there is a relationship between celebrity personalities
with brand personality. Therefore the researchable problem is whether there is a positive
relationship between endorser personality with brand personality with special reference
to Sri Lankan cricketer Kumar Sangakkara and Airtel brand. The research conducted in
Matara district and primary data collected from a sample f 100 undergraduates by using
a negatively ranked likert scale. Basically, the celebrity personality and brand personality
were measured on five variables as sincerity, excitement, competence, sophistication and
ruggedness by using SPSS 16.0 version. According to the findings, the celebrity personality
effect on the brand personality. The R value of the regression analysis was 0.764. This
indicated that if celebrity personality is differed, personality perception about the brand
also differed by 76%. Sangakkara’s personality correlation with the Airtel was also positive.
Correlation value was 0.744 with a high significance. Therefore, when selecting a celebrity
to promote a brand, personality of the endorser and the product should be matched.
