GENERAL KNOWLEDGE

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

Detailed explanation-2: -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-3: -Celebrity credibility is measured through three dimension including trustworthiness, attractiveness and expertise. The reported reliability of scale measured was 0.85. The reliability of the item in this study was also accessed by Cronbach’s coefficient-alpha and it was found to be .

Detailed explanation-4: -Credibility is defined here as the celebrities’ perceived expertise and trustworthiness. As celebrity endorsements act as an external cue that enable consumers to sift through the tremendous brand clutter in the market, the credibility factor of the celebrity greatly influences the acceptance with consumers.

Detailed explanation-5: -Portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit are three factors that affect a consumer’s attitude toward the ad, the endorsed brand, and the purchase intention in the context of multiple celebrity endorsement.