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...

The pandemic, which is also known as Covid-19, is affecting the global economy creating an economic crisis all over the world and the non-essential product categories like the fashion industry have been affected extremely hard. Due to the pandemic, changes in consumers’ purchasing behavior...