Abstract:
The working men take a significant role in the function of
wearing formal wear apparel for day to day office- Number of factors
affectsihe working men in selecting fashionable, quality apparel in order to
fuIfil their daily clothing needs. The clothing gives men confidence, more
personality uri *ot" winning afiitude for their day-to-day office work.
^celebritiei
have been endorsed in modern apparel advertisements in order
to thrive these needs and pass the level of confidence through celebrities.
This study attempts to measure the impact of celebrity of endorsement on
brand image with reference to men's wear formal apparel brands. For this
research, i50tmale respondents were selected by using systematic random
sampling method. The data analysis was done using correlation, regression,
a"dia"k order by with the help of SPSS package version 23.0. According
to the findings, celebrity endorsement and brand image are positively
correlated. Thi study was conducted of focusing on three main attributes of
celebrities. Those celebrity attributes were attractiveness, expertness and
trust worthiness. When considering the research findings, it shows how the
preferences towards men's wear apparel products (Shirts, ties, trousers)
^have
been shifted over time in the modem era. The research findings reveal
the most prefer,red local apparel brand in Sri Lanka, Namely 'Emerald'.
Further it suggests changing the celebrities time to timc, rather depending
only on crickiters, where the cricketers have becn always used for other
advertisements as well and suggests moving on towards musicians and
actors in order to give the same message with dil'fcrcrit pcrsonalities'
