A study on the impact of celebrity advertisement on shopping mall consumers – A study with reference to Chennai city

Celebrity advertisements have been contextualized in the realm of source credibility and attractiveness, and suggest that celebrities exert their influence on consumers through perceived attributes such as expertise, trustworthiness, attractiveness, familiarity, and likeability. A celebrity advertisement for a product or service has to examine the fitness or suitability of the celebrity to the product being endorsed. Celebrity advertisement is more effective when the images or characteristics of the celebrity are well matched with the endorsed product. The primary focus of the research was on the impact or influence created by celebrity advertisement on shopping mall consumers.