Abstract:
To aware of the product presence in the competitive market the promotional mix plays a
major role. Among the promotional mix, advertising using celebrities has significant
effects on the brand. Therefore, the celebrity endorsement practices have been intensively
used in the modern market. It is crucial to identify the cause and effect of celebrity
endorsement before implementing the marketing plan. The usage of celebrity
endorsement has been gradually enhanced within the field of cosmetics in the Sri Lankan
context. Therefore, this study explores the impact of celebrity endorsement on brand
recall regarding the fairness products in Sri Lanka since the limited number of studies has
been performed related to this research area. The present research contributes to bridging
the knowledge and theoretical gaps that exist in both local and international contexts. The
primary objective of the study was to assess the impact of celebrity endorsement on brand
recall while using attractiveness, trustworthiness, and expertise as the dimensions of
celebrity endorsement. To collect data a survey was undertaken through the distribution
of questionnaires. The millennial population was selected as the sample for the research
and descriptive, correlation, and regression analysis were conducted to generate results. A
strong positive relationship between celebrity endorsement and brand recall was
identified in the fairness product. Moreover, a significant impact of celebrity endorsement
on brand recall was discovered. Findings revealed the expertise as the prominent
impactable celebrity endorsement dimension on brand recall and the attractiveness and
trustworthiness align, respectively. Findings encourage the managers to recruit celebrities
with expertise knowledge and attractive appearance in order to endorse the fairness
products in Sri Lanka. Further research regarding the proposed area is encouraged.
Keywords: Celebrity endorsement, Attractiveness, Trustworthiness, Expertise, Brand
recall
