Celebrity Endorsement (CE) strategy can be an effective competitive measure to differentiate a firm’s products from that of its competitors. However, there is a serious lack of prior research on assessing the effectiveness of celebrity endorsements on Sri Lankan fashion industry. Given this...

This research explored consumer perception towards batik clothing which is a multinational craft that can be easily adapted to the needs of diverse consumers in the context of Sri Lanka. Accordingly, the 7Ps marketing mix model combined with consumer culture theory, consumer ethnocentrism...