The products and services offered by banks are very similar. The differentiator is the level of
service quality. Many studies have been conducted to explore the impact of service quality …

empirical studies claim brand activation is inline within the scope of event marketing. As per
some arguments, brand activation finds itself imprecise foundation to explain its theoretical …

Celebrity endorsement practices are referred in many studies imparting empirical and
managerial insights across the markets and product scopes. Moreover, the trend of …

This study is focused on Sri Lankan service sector which has remarked a significant position
in the local economy. The concept of Celebrity Endorsement has been tested in this study to …

The main objective of this research is to investigate the triadic relationship among celebrity
worship, self-brand connection and brand equity. Specifically, it aims to investigate the role …

The application of celebrity endorsement has been an intensive practise due to head-on
brand competitions. It forces companies to depend on celebrities as one of the responsive …

Sri Lanka is referred as a service driven economy as it denotes in the structural dynamics
noticed in the economy. Accorodgly, insurance business has also been evolving with …

Tea tourism is increasingly recognized as an important scope as per the trade value and
integrated contribution marked for the sustainable development in tourism industry. At …

The notions of creativity and implementation are two identical activities of innovation
process, and it could find different antecedents or determined indicators for an organization …

ABSTRACT Celebrity Worship Motives (CWM) determines how celebrities and consumers
engage through a psychological bond. CWM intensifies the effectiveness of celebrity …