Perceived Effectiveness of Celebrity Endorsement on Perceived Brand Evaluation in the Scope of Services Sector: A Review Paper

Abstract

Celebrity endorsement practices are referred in many studies imparting empirical and managerial insights across the markets and product scopes. Moreover, the trend of multiplicity is a noted matte in celebrity endorsement practices that leads an argument to justify its effectiveness on endorsed brand. In par with the industry significance and empirical gaps, services sector is noticed as a significant case to examine the overall effectiveness of celebrity endorsement towards the endorsed brands. Empirical thoughts are found rationalizing the relationship between effectiveness of celebrity endorsements and perceived brand evaluation. Meanwhile, consumer-celebrity emotional bond resulted via celebrity worship motives has also being emphasized as a mechanism that patterns the influence of celebrity endorsement on perceived brand evaluation. Accordingly, this paper focused to postulate how the effectiveness of celebrity endorsement does influence perceived brand evaluation within the services sector category of Sri Lanka. Paper referred the source-based factors and multiplicity, which is a context of management -based factors, to determine the overall effectiveness of celebrity endorsement whilst Brand Trust and Brand Love and Brand Attitudes were highlighted as different facets of perceived brand evaluation. It has pointed out the industry significance of the celebrity endorsement practices in Sri Lanka within the services scope by concluding managerial implications. Finally, paper postulates future research directions with reference to the relationship between effectiveness of celebrity endorsement and perceived brand evaluation.