TITLE AUTHOR’S
RESEARCH NAME/ METHODOLOGY
PLACE
Celebrity Paramasivan, A quantitative research is a method based
on statistical data’s gathering via
Endorsement T. & Shiney, questionnaires, in order to know the
: A Strategic J. / India general public tendency. The research is
Promotion exploratory in nature Consumer survey
method was adopted to develop an
Perspective approach towards the problem so as to
In Female understand the consumer behavior of this
Skincare population towards skin care products.
Closed ended questionnaire was
Products In administered through survey approach so
Triuvarur as to address the problem exactly. This
District population is in the age group of 20-28. A
conscious decision was taken to
understand the behavior of students. A
total of 250 questionnaires was
administered out of which 241 usable data
has been analyzed. Non probability quota
sampling method is used.
FINDINGS SOURCE
Any brand can get a celebrity. That is Paramasiyan T.,
easy. But getting a celebrity consistent Shiney J. (2017)
with the right brand, to the right degree, Celebrity
at the right time, for the right purpose Endorsement: A
and in the right way... that is not easy.” Strategic
In this age of intense competition, where Promotion
capturing a position in the consumers' Perspective In
mind space is extremely tough, celebrity Female Skincare
endorsements give an extra edge to the Products In
companies for holding the viewers' Triuvarur
attention. Celebrities can catalyze brand District
acceptance and provide the enormous https://www.sha
momentum that brands require by nlax.com/wp-
endorsing the intrinsic value to the brand. content/uploads/
While selecting a celebrity as endorser, SIJ_Managemen
the company has to decide the t_V4_N3_009.p
promotional. Beyond massages, women df
were more likely to opt for a facial
treatment (57%) While three quarters of
consumers felt under pressure to look
good, less Volume 4 Issue 3 January
2017 ISSN: 2321 – 4643 Shanlax
International Journal of Management 84
than half said they tried to look stylish at
all times. Women were evenly split on
the topic, while 58 percent of those in the
20 – 28 age group were most likely to
maintain their own standards of style.
Moreover, the respondents also strongly
agree that celebrities bring brand equity.
The research also indicates that celebrity
endorsement helps in brand promotion to
 the products.
Impact Of Muneeba, K. In this chapter the aim of my research, Through this research it was concluded Muneeba, K.,
type of research, research approach being that credibility and emotional Siddiqui D.
Celebrity & Siddiqui, used in this research, unit of research, involvement separately are less winning (2018) Impact
Endorsement D. / Pakistan targeted population of this research, factors for favorable consumer buying Of Celebrity
On sampling type, respondents behavior than if these factors come in a Endorsement On
(demographics), hypothesis, primary data combination with the factor named as Consumer
Consumer collection tools, secondary data collection meaning transfer by celebrities as Buying Behavior
Buying tools, data analysis, and ethical meaning transfer has more prominent Toward Beauty
Behavior considerations, all these will be described. influence towards shoppers purchasing Soap In Karachi
conduct according to study’s outcomes City
Towards analysis. Then particularly for beauty https://mpra.ub.u
Beauty Soap soaps celebrity endorsement is proved as ni-
In Karachi a most appealing, attractive and winning muenchen.de/89
strategy in Karachi city where glamor, 161/1/MPRApap
City fashion, style and celebrities have an er89161.pdf
extensive involvement in people’s
lifestyle. Marketers used celebrities to
personify and associate those celebrities
image with the brands or products so that
fan following of such celebrities would
probably become the users and ultimately
the consumers of those brands or
products.
The Impact Malik, H. & The purpose of this research is to explore The gender of an endorser has a Malik H,
the impact of celebrity endorsement on beneficial impact on purchasing Qureshi M.
of Celebrity Qureshi, M. / consumer buying behavior, so the behavior, according to this study. (2016) The
Endorsement Pakistan exploratory research has been undertaken. However, the relationship is weak, Impact Of
On In an exploratory research, the indicating that the gender of the endorser Celebrity
relationship between variables has been has a minor impact on the customer's Endorsement On
Consumer established. So as to explain the purchasing intentions. This study also Consumer
Buying relationship between variables, it highlight confirms the importance of celebrity Buying Behavior
Behavior on analyzing the situation or problem. endorsers in advertisements, as they have https://core.ac.uk
a positive impact on the consumer's /download/pdf/2
purchasing intentions. The purpose of 34694183.pdf
this study was to see how different
qualities and attributes of celebrity
endorsers affect their success (i.e.,
 gender, attractiveness, credibility,
endorser type, multiple celebrity
endorsements & multiple product
endorsements)

Celebrity Muda, M., Multi-item scales used in prior studies To establish the scales' reliability, a pilot Muda M, Musaa
were found and adapted to suit the study test was done with 50 undergraduate R, Borhanba H,
Entrepreneur Musaa, R., context in order to empirically evaluate students from a Malaysian public Mohamed R,
Endorsement Borhanba, the hypotheses. The respondents' institution who were familiar with Siti (2013) Celebrity
and H., & responses to a celebrity entrepreneur- but had never used SimplySiti skincare Entrepreneur
endorsed advertising were captured using products. Based on the feedback Endorsement
Advertising Mohamed, R. a questionnaire with five components. received, several changes were and Advertising
Effectiveness / Malaysia Three dimensions were used to implemented. Two faculty members who Effectiveness
operationalize the perceived celebrity were familiar with the topic and two https://www.goo
endorser credibility. The scales devised by Females between the ages of 18 and 55 gle.com/url?
Ohanian (1990) were used to measure who live or work in Malaysia's Klang sa=t&source=we
these qualities of attractiveness, Valley made up the study's population. b&rct=j&url=htt
trustworthiness, and expertise. The Females were chosen as the primary ps://www.scienc
advertising credibility construct was consumer of skincare products. Because edirect.com/scie
assessed using six Beltramini items no sampling frame was available, a quota nce/article/pii/S1
(1982). Three constructs were used to sampling strategy based on ethnic and 8770428140291
measure advertising effectiveness: attitude age variables was adopted. In stages, 900 27/pdf
toward the advertisement (Bruner & surveys were distributed by drop-and- %3Fmd5%3D24
Hensel, 1992), attitude toward the brand collect at various organizations. A total dcf102008548f9
(MacKenzie & Lutz, 1989), and purchase of 542 valid questionnaires were e1aad4d5599984
intention (MacKenzie & Lutz, 1989). (Yi, collected, response rate of early 1960. 34%26pid
1990). “How much do you agree or The majority of the respondents were %3D1-s2.0-
disagree with these statements?” was Malays (71.8%), between the ages of 24 S187704281402
asked of each of the five constructs on a and 34 (41.5%), single (50.2%), and had 9127-main.pdf
seven-point scale. 1 indicates significant a diploma or less education level (57.2 %26_valck
disagreement, while 7 indicates great percent). marketing communications %3D1&ved=2ah
agreement. Based on a pretest with 100 managers from beauty care companies UKEwi29MDNjt
respondents, Malaysian popular singer assessed the questionnaire and stimulus PzAhVLUd4KH
and entrepreneur Dato' Siti Nurhaliza commercial before it was finalized. As a bmoDaIQFnoEC
Taruddin (Siti) and her SimplySiti brand result of their comments, minor changes D0QAQ&usg=A
of skincare products were chosen as an in text and layout were made. OvVaw28yf3Ru
appropriate stimulus for the research, in dmyZZRCKzCH
line with prior advertising studies in this 8eLo
 field. Her company's permission

The Impact Tanjung, S. This research applied non-probability Based on the result above, it can Tanjung S,
sampling which is purposive sampling conclude that almost all dimensions of Hudrasyah H,
Of Celebrity & method. According to purposive sampling celebrity and non-celebrity endorser (2016) The
And Non- Hudrasyah, method, the criteria of respondents should credibility have a positive significant Impact Of
Celebrity H. / be women aged 16-30 years’ old who live impact on the Attitude toward Celebrity And
in Bandung or Jakarta. In determining the Advertisement, Attitude toward Brand Non – Celebrity
Endorser Indonesia sample size for this research, the and Purchase Intention. It was found that Endorser
Credibility In researcher refers to Sekaran (2003) that Non Celebrity Attractiveness does not Credibility In
The stated if the population of the study significantly influence (p>0.05) the entire The
exceeds a million with the level of dependent variables. In terms of beta Advertisement
Advertiseme confidence 95% and margin error of 5%, coefficient, the entire beta coefficient of On Attitude
nt On sample of 384 respondents would be Non-Celebrity Attractiveness was found Towards
Attitude enough to represent the population. to be negative. It indicates that the Advertisement,
Hence, 384 women were targeted as the relationship between Non Celebrity Attitude
Towards respondent for this research. Attractiveness and all dependent Towards Brand,
Advertiseme variables are inversely related which And Purchase
nt, Attitude means every increase of attractiveness of Intention.
non-celebrity will reduce the impact https://eprints.un
Towards towards the dependent variables. y.ac.id/41789/1/
Brand, And Therefore, this study resulted a very 19%20Steffi
Purchase important point to be notice that it is %20Tanjung.pdf
unnecessary for advertisers to consider
Intention the attractiveness of non-celebrity in the
endorser since it will not significantly
impact the advertising effectiveness.
Moreover, endorser who perceived to be
more attractive might lead consumers fail
to notice the brand being promoted
because they tend to be more focus on
the endorser.

TITLE AUTHOR’S
RESEARCH NAME/ METHODOLOGY
PLACE
Celebrity Hemantha, After reviewing pertinent literature On
Celebrity endorsements of Luxury Brands
Endorsement Y. / Nagar, on consumption patterns of Gen Z
Of Luxury Bangalore customers, it is observed that empirical
Brands In evidences on research work is limited in
Indian context. So, in this study, meta-
Purchasing analysis, secondary meta-analysis study of
Pattern existing literature and survey was
Among conducted. In the next level, is bridge the
gap between existing state and desired
Generation Z state. The method adopted in this study is
Customers qualitative study in which relevant
literature were reviewed through
theoretical models in which various
aspects were linked to the present study.
During this process, drastic business
changes had taken place in the domain of
celebrity endorsements in conjunction of
innovations finally, the objectives were
reframed after which responses were
collected through questionnaires
distributed to 300 respondents across
major cities in which out of 225
responded; 25 of them made errors in
answering to the statements finally, 200
were considered for statistical treatment of
sample.
Social Media Ellison, B., An online survey was developed to
measure consumer’s trustworthiness of
Celebrity Fowler, D., celebrity endorsements, brand purchase
FINDINGS SOURCE
This study is an effort to place before the Hermantha Y,
academic and corporate fraternity and (2018) Celebrity
student community that Celebrity Endorsement Of
endorsements in luxury brands in Gen Z Luxury Brands
is still in infant stage in India because of In Purchasing
lack of awareness among the Pattern Among
stakeholders though there is advancement Generation Z
of digital technology. One should Customers
understand the significance of different https://papers.ssr
dimensions of celebrity endorsement to n.com/sol3/paper
target Gen Z people which makes s.cfm?
business grows. In fact, most of the abstract_id=3500
people in India are not bothered to 626
understand the crux of the luxury
business. Moreover, Gen Z people are
getting attracted to celebrities through
Physical appearance which is quite
natural. Over and above, Luxury brand
building has to be done to create a niche
as many luxury brands are making
presence in social media platforms and
may dilute the brand. Another aspect is
that Government should also play a vital
role in supporting the luxury brands
affordable to people who are very young
by providing sort of incentives to
students as they feel end up in desired
state than purchasing state. Luxury
brands are able to sense the significance
of social media (Hemanth Y,2017)
especially in highly sophisticated Luxury
Industry.
The findings revealed Generation Z is Ellison B,
following celebrities on social media and Fowler D,
buying products they endorse on social Padgett B,
Endorsement & Padgett, intentions and purchase intentions for a media. These results are similar to Wei (2017) Social
celebrity endorsed product on social and Lu (2013) who found that a celebrity Media Celebrity
s Effect on B. / USA media. The Likert scale, nominal scale endorsement online evoked more action Endorsememt
Generation and open ended questions were adapted or from the consumer than did online Effect on
Z’s Purchase modified from other studies (Wei & Lu, customer reviews. Therefore, celebrity Generation Z’s
2013; Malik & Guptha, 2014; and Carlson endorsements on social media have been Purcahase
Intentions & Donavan, 2008). Undergraduate found an effective form of marketing to Intentions
students from a major university in the evoke action/purchase decisions from https://www.rese
southwestern United States were recruited Generation Z. archgate.net/publ
using social media such as Facebook over ication/2822116
a three-week period. Forty-seven 55_Impact_of_C
respondents participated in the study, elebrity_Endorse
resulting in 34 usable responses for this ment_on_Consu
study. mer_Buying_Be
havior

Celebrity Shrestha, D. / In order to achieve the intended objectives Firstly, research outcomes reveal Shrestha D,
for this research positivist approach seems extremely high degree of familiarity (2019) Celebrity
Endorsement Pokhara, to be most suitable for the research. across youth. Secondly, the positive Endorsement
and Purchase Nepal Deductive approach is chosen to explain relationship of different celebrity and Purchase
Intentions of the relationship between celebrity attributes and purchase intention of the Intentioms of
endorsement and consumer buying consumers demonstrates the Nepalese
Nepalese behavior. effectiveness of celebrities as successful Teenagers
Teenagers endorsers. And finally according to the https://scholar.go
research model “1” shown empirical test ogle.com/scholar
of relationship between celebrity ?
endorsements and purchase intention hl=en&as_sdt=0
satisfied the final objective of this %2C5&q=influe
research project. It was found that nce+of+celebrity
celebrity endorsers positively affect the +endorsement+t
purchase intentions of the consumers as o+the+teens&btn
compared to non-celebrity endorsers. G=#d=gs_qabs&
u=%23p
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KPoJ
The Influence Bansal, A. & The present study covers Kurukshetra Celebrity endorsement is definitely a Bansal A, Goyal
Of Celebrity Goyal, A. / district of state of Haryana. A sample of strong and effective brand promotion A, (2019) The
Endorsements 630 respondents is taken for the present strategy being used by companies. It Influence Of
Haryana, study by random sampling method. All brings them benefits, increases their sales Celebrity
On Product India respondents are citizens of India. Primary and share in market by customer creation Endorsement on
Purchase data is collected through interviewing the and retention. The companies should use product purchase
Decisions: A respondents by structured questionnaire measures to improve the celebrities‟ Decisions : A
Study Of and secondary data is from journals and credibility among the consumers. Study Of
Kurukshetra magazines. The data collected is analyzed Kurukshetra
District Of using the Percentage method. District Of
Haryana State
Haryana State
https://scholar.go
ogle.com/scholar
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q=related:CVDX
nLWLEJAJ:scho
lar.google.com/
&hl=en&as_sdt=
0,5#d=gs_qabs&
u=%23p
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Social Media, Davis, K, / Distribution of the survey occurred via a
convenience sampling method. The
Celebrity Morgantown,
survey was distributed to multiple
Endorsers and West
journalism and communication
Effect on undergraduate communications classes in
Purchasing
Virginia
order to obtain responses directly from
Intentions of Millennials. A convenience sampling
Young Adults method is one in which “individuals who
fit the criteria of a study are identified in
any way possible” (Emerson, 2015, p. 2).
Distributing to college students allowed
for Millennials to be directly studied, and
teachers offered extra credit for students
who took the survey, which resulted in a
higher response rate.
Findings from the survey showed that Davis K, (2017)
contrary to previous research, Millennials Social Media
view the three celebrity-based characteristics
Celebrity
as one measure instead of three separate
Endorsers and
measures. Those findings also indicated that Effect on
Millennials may be affected by the halo
Purchasing
effect, heuristics and the cognitive
consistency theory, which work together to Intentions of
state that when individuals think one way Young Adults
about a celebrity (positive or negatively), https://researchre
individuals feel the rest of their pository.wvu.edu
characteristics follow their original /cgi/viewcontent.
perceptions about the celebrity. Individuals cgi?
also feel they need to keep all their article=8362&co
perceptions together based on the cognitive ntext=etd
consistency theory. Unfortunately, due to
this result, neither hypothesis could be tested.
Therefore, neither was supported, since the
differences between the characteristics
couldn’t be assessed.