BACHELOR OF BUSINESS ADMINISTRATION

Detailed explanation-1: -The choice of the celebrity is critical. The most important factor is the celebrity’s. status. credibility.

Detailed explanation-2: -These factors are popularity, knowledge and skills, credibility, celebrity-brand match up and loyalty of the celebrity. Also, this study found out that the price is the major consideration in consumer buying decisions. Marketers should devise the advertising strategies that address all the observed factors.

Detailed explanation-3: -The study reveals celebrity credibility has a significant influence on consumers’ attitude towards the brand and advertisement, also in the case of purchase intention; both brand attitude and advertisement attitude built on celebrity credibility has positive significant influence.

Detailed explanation-4: -Celebrity credibility is measured through three dimension including trustworthiness, attractiveness and expertise.

Detailed explanation-5: -Furthermore, trustworthiness and success has been shown as important factors in a celebrity endorser. Lastly, the research has shown that attributes such as familiarity, likability and similarity in a celebrity endorser affects consumers’ purchase intention.