Abstract:
In the twenty first century world young people show an obsession for the celebrities.
Most of the advertisers use popular personalities as their brand ambassadors, whose
personality combines with the brand image. According to the previous researches and
their findings, they have found a research gap on celebrity personality on brand
personality. In regard with Sri Lankan context less number of researches regarding with
this topic. The researcher was did research regarding with this and examine those
findings further through this research and attempted to fulfil the research gap. Therefore
the research attain the objective to identify the whether there is a relationship between
celebrity personality with brand personality. So the researchproblem was the positive
relationship between endorser personality with brand personality with special reference
on four TV commercials telecasted in Sri Lanka. The celebrity were Jackline Ferdinance
for Maggie devilled brand, Bathiya & Santhush for Prima Kottumee, Chathurika Pieris
for Nestomalt and Kumar Sangakkara for Viva. The 200 university students were
selected to get data for the study. This sample consists of undergraduates from both
urban and rural areas and different subject areas. A twelve point positively ranked
semantic differential scale was used by giving 11 as very important and 0 for not
important. The celebrity personality measure on authoritative, compatible, expert,
informative, experienced, intelligent, inform, knowledgeable, qualified, familiar, skill,
defendable, fair, reliable, sincere, trustworthy, truthful, honest, ethical, attractive, classy,
sophisticated, handsome/beautiful, glamorous, elegant, sexy, Charm in and brand
personality measure on sincerity, excitement, competence , sophistication ,ruggedness
by using SPPSS 16.0 version. According the analysis celebrity expertise, trustworthiness
and attractiveness correlate brand personality with 0.814, 0.597, 0.523 and overall
celebrity personality correlate with brand personality on 0.719. So it showed powerful
relationship among these variables. It means that a better celebrity personality may
influence to build better brand personality.
