Abstract:
The practice of using celebrities has been a vital strategy across the world whereas different product
scopes have been examined within empirical studies related to Celebrity Worship Motives (CWM).
Meanwhile, the cost and the risk engaged with celebrity endorsement are also a critical factor as it
needs to evaluate the impact towards endorsed brand. As it finds in Sri Lanka and India, Bangladesh
is also a significant context for celebrity endowment practices. Bangladesh idolizes their cricketers
and cinema starts for celebrity endorsement practices, but empirical gaps are noticed to examine their
effectiveness for the brand related behaviors. Accorodgly, this paper focuses examining the
perception of customer on celebrity endorsement with reference to Customer Brand Relationship
behavior (CBR) in the services sector endorsed brands. It has used a structured questionnaire as the
main research instrument to collect the primary data followed by survey method. Probability
sampling method was occupied to select 160 respondents for the survey and both descriptive and
inferential statistics were used to analyze the data. Hypotheses were tested by using correlational
analysis. The relationship between entertainment motives and CBR towards the endorsed brand was
found to be significant in the findings. Researchers concluded the paper by explaining how different
antecedents of CWM relate with CBR whilst suggesting propositions for the future studies.
