Impact of Celebrity Endorsement on Consumer Purchase Intention of Cosmetics

Abstract Purpose- This study intends to investigate the impact of celebrity endorsement on consumer purchase intention and identify the perceived qualities of a successful celebrity endorser in order to elevate consumer purchase intention towards cosmetics in Sri Lanka. Design/methodology/approach- This study used the Ohanian’s source credibility model: attractiveness, expertise, and trustworthiness, to formulate the conceptual framework in order to access the impact of celebrity endorsement. Data was collected through a survey from a sample of 100 participants. Data was analyzed using descriptive and inferential statistical techniques. Findings- Study found celebrity expertise and trustworthiness as most influential factors affecting consumer purchase intention towards cosmetic products. Celebrated attractiveness was found to be insignificant factor. Implication- The results of the study will help companies and marketers interested in using celebrity endorser as a marketing tool for promoting cosmetics products since it provides a comprehensive evaluation of the impact of celebrity endorsement on purchase intention. It will also access to identify key attributes that endorsers should fulfill elevate consumer purchase intention. Further, findings of the study will serve as a guideline for the advertising professionals, researchers, and academicians to access the impact of celebrity endorsement. Keywords: Celebrity, Celebrity Endorsement, Consumer Purchase Intention, Cosmetic