Impact of Celebrity Personality on Brand Personality: for Selected Cases in Sri Lanka

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.