Abstract

This study aims to assess the degree of celebrity endorsement and brand credibility in the carbonated soft drink industry in Sri Lanka. Questionnaires were used to collect the data from youth educated consumers of Sri Lankan Universities. Unidimensionality, reliability and validity assessments were performed to confirm scale reliability and validity, whereas one sample t-test was conducted to test hypotheses using 338 responses. The results revealed that the degree of celebrity endorsement and brand credibility were at low levels in the carbonated soft drink industry in Sri Lanka, especially among youth educated consumers. The findings of this empirical study can be effectively utilized by marketing managers in the carbonated soft drink industry in Sri Lanka, in their effort to develop and implement successful and strong celebrity endorsement and brand credibility related strategies.

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