Abstract:
In today’s competitive and rapidly changing marketplace, building strong emotional
bonds between consumers and brands is essential for sustained success. This study
investigated the influence of brand spokesperson credibility on brand attachment
within the food and beverage industry in Sri Lanka’s Western Province, emphasising
the mediating role of consumer perception. Driven by challenges such as increasing
brand distrust and customer detachment, the research aims to understand how
spokesperson attributes (trustworthiness, expertise, and attractiveness) affect
consumers’ emotional connection to brands. Adopting a quantitative, cross-sectional
research design, data were collected from 384 consumers representing diverse
demographic backgrounds through a structured and validated questionnaire. Data
analysis was conducted using SPSS and structural equation modeling to examine the
direct and indirect relationships among variables. The findings reveal that all three
dimensions of spokesperson credibility significantly and positively impact brand
attachment. Furthermore, consumer perception partially mediates this relationship,
serving as a crucial mechanism that enhances consumer loyalty and emotional
attachment. These results highlight the importance of managing both the credibility
of brand representatives and consumers’ perceptions strategically. The study offers
practical implications for marketers in the food and beverage sector by underscoring
the need for careful selection and management of spokespersons who genuinely
resonate with the target audience. By maximizing spokesperson credibility and
actively shaping consumer perception, brands can foster stronger, lasting
attachments, thereby improving brand equity and competitive advantage in evolving
markets.
