Influence of Advertising Creativity on the Relationship between Celebrity Personality and Brand Personality

Authors

  • Manoj Jinadasa, Roshan Priyankara Perera, D. M. R. Dissanayake, Ranjan Weerakoon

Abstract

Advertising acts as strong promotional mix element in marketing influencing brand communication activities to result favorable consumer responses. However, empirical and practice related arguments still question on the effectiveness of advertising in the cluttered media environment whereas creativity still plays a significant role avoiding such challenges. The effectiveness of creative advertising that results favorable brand evaluations has been claimed in empirical studies as a research direction. Additionally, practice related issues   are reported claiming to examine the effectiveness of celebrity endorsed communication campaigns on brand related responses. Likewise, this study investigates how creative adverting could influence on brand personality as a form of brand evaluation whilst celebrity personality traits were also studied to determine the mediating effect within. It distributed 230 questionnaireswithinthe Western province of Sri Lanka followed by convenient sampling method and finallyanalysis was done based on 204 questionnaires properly filled. It employed StructuralEquation Model (SEM) by using AMOS-21 statistic package to do the hypotheses testing after Confirmatory Factor Analysis (CFA) is executed. Data analysis process followed the essentials for the dataset for normality and sample adequacy before employing the factor analysis for CFA. Results proved that creative advertising significantly influences brand personality and celebrity personality traits perceived to respondents. The mediating test verified celebrity personality traits partial mediate the impact of creative advertising on brand personality. Paper concludes the key findings whilst proposing new research directions.

Published

2020-02-29

Issue

Section

Articles