Investigative Study on Celebrity Worship Motives on Customer-brand-relationship (CBR) Towards Tele-Communication Industry in Bangladesh

Abstract

The method of using celebrity worships motives has a dynamic strategy used in worldwide including developing countries like Bangladesh. Basically, this research papers determines to find out how the Celebrity Worship Motives (CWM) involve to building customer brand relationship among with consumer via a psychological bond. Celebrity Worship Motives (CWM) strengthens the effectiveness of celebrity endorsement to evaluate the brands in Telecommunication sector. Meanwhile, celebrity endorsement is a critical factor and required to evaluate towards the brand endorsement in Tele-communication in Bangladesh. Customer brand relationship (CBR) has been examined within empirically tested with CWM. It has found to be significant research value within celebrity endorsements in Tele-communicant sector. CWM has been tested in this research to evaluate the effectiveness of brand behavior. According to this research paper mostly focus on Bangladeshi context on the perception of customer on celebrity endorsement (CN) with reference to Customer Brand Relationship behavior (CBR) which has significantly remarks on position in Tele-communication. To conduct a research the primary data followed by survey method. Basically questionnaire was the main research instrument and 200 respondents were considered for the final analysis for the survey. Respectively the sample was used in multiple stages to analysis the data along with both descriptive and inferential statistics were also used to analyze the data. On the other hand Hypotheses were tested by using Pearson correlational analysis via 2 tailed tests, correlational analysis, Anova Test, KMO. The relationship between celebrity worship motives (CWM) and Customer Brand Relationship (CBR) towards the endorsed Tele-Communication brand was found to be important in the findings. This research paper concludes a practical implication by explaining the Tele-communication sector how the CWM relates with CBR whilst suggesting propositions for the future studies accordingly.