Paper Title
Relationship Between Celebrity Worship Motives (CWM) And Customer Brand Relationship (CBR): A Study On Services Sector Brands

Abstract
Celebrity Worship Motives (CWM) had been examined in early studies referring how celebrities and consumers engage through a psychological bond. Some argued CWM influences to determine the effectiveness ofcelebrityendorsement whilst arguments are found saying it makes moderating influence on how consumers evaluate endorsed-message. Meanwhile, CBR is referred as a notable context in brand related behaviors resulted by different brand stimulus including celebrity endorsements. Additionally, CWM and CBR has been proposed as significant research contexts within celebrity related studies whilst services sector has been denoted as a research gap. Study was carried out in Sri Lanka focusing to services sector in line with claimed research gaps. Accordingly, this study investigates the relationship between CWM and CBR followed by a deductive approach. Researchers used questionnaire developed via extended literature review. Sample was selected by qualifying the respondents and 240 respondents were surveyed. A quantitative methodology was opted and both inferential and descriptive statistical methods were employed to test the data. Finding revealed CWM influences CBR whilst the influence of aspirational motives was found significant. Researchers suggested managerial implications based on the key findings whilst concluding future research avenues. Keywords: Celebrity Worship Motives, Customer Brand Relationship (CBR), Services Brands, Sri Lanka