@incollection{,
	
					
					
					76ABE7F574157736AE3FCE36D202D757
				,
	author={{Jacob OdeiAddo} and {Takoradi Polytechnic, Takoradi, Ghana}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}1611931
}

@incollection{b0,
	
	
		,
	title={{The economic worth of celebrity endorsers: An event study analysis}}
		,
	author={{
			JAgrawal
		} and {
			WKamakura
		} and {
			A
		}}
		
		
	
	
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	journal={{Journal of Marketing}}
		
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}

@incollection{b1,
	
	
		,
	title={{Effectiveness of celebrity endorsers}}
		,
	author={{
			CAtkin
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			MBlock
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@incollection{b2,
	
	
		,
	title={{Effect of Celebrity Based Adversements on the Purchase Attitude of Consumers towards Durable Products (A study with reference to the city of Chennai)}}
		,
	author={{
			LBalakrishnan
		} and {
			CSKumar
		}}
		
	
	
		,
	journal={{World Review of Business Research}}
		
			1
			2
			
			,
	year={2011. May 2011}
		
	

}

@incollection{b3,
	
	
		,
	title={{Celebrity endorsements in advertisements and consumer perceptions: a cross-cultural study}}
		,
	author={{
			SBiswas
		} and {
			MHussain
		} and {
			KDonnell
		}}
		
		
	
	
		,
	journal={{journal of Global Marketing}}
		
			22
			2
			
			,
	year={2009}
		
	

}

@incollection{b4,
	
	
		,
	title={{Brand communications in fashion categories using celebrity endorsement, brand management}}
		,
	author={{
			ACarroll
		}}
	
	
		,
	journal={{Journal of Brand Management}}
		
			17
			2
			
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	year={2008}
		
	

}

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	title={{Essential Guide to Qualitative Methods in Organizational Research}}
		,
	author={{
			CCassell
		} and {
			GSymon
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			,
	year={2004}
			,
	address={London, Sage}
		
	

}

@incollection{b6,
	
	
		,
	title={{Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising}}
		,
	author={{
			SMChoi
		} and {
			WNLee
		} and {
			HJKim
		}}
		
		
	
	
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			34
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}

@book{b7,
	
	
		,
	author={{
			JWCreswell
		}}
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	title={{Research Design: Qualitative, Quantitative and Mixed Methods Approaches}}
				Sage, Thousand Oaks, CA
		
			,
	year={2003}
		
	
	,
	note={2 nd edition}

}

@incollection{b8,
	
	
		,
	title={{Nothing Sells Like Celebrity}}
		,
	author={{
			JCresswell
		}}
	
	
		,
	journal={{New York Times}}
		
			,
	year={2008}
		
	

}

@book{b9,
	
	
		,
	title={{Forbes most influential businessmen}}
		,
	author={{
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		}}
		
			,
	year={2004}
			,
	publisher={Josiah Wedgwood}
		
	

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		,
	title={{}}
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	author={{
			Forbes
		}}
		
		
			,
	year={October 2004}
			12
		
	

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@incollection{b11,
	
	
		,
	title={{Celebrity endorsement: A literature review}}
		,
	author={{
			BZErdogan
		}}
	
	
		,
	journal={{Journal of Marketing Management}}
		
			15
			
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	year={1999}
		
	

}

@incollection{b12,
	
	
		,
	title={{Selecting celebrity endorser: The practitioner's perspective}}
		,
	author={{
			BZErdogan
		} and {
			MJBaker
		} and {
			STagg
		}}
		
		
	
	
		,
	journal={{Journal of Advertising Research}}
		
			41
			3
			
			,
	year={2001}
		
	

}

@incollection{b13,
	
	
		,
	title={{Impact of Celebrity Endorsement on Brand Image: A Communication Process Perspective on 30 Years of Empirical Research. Research Papers on Marketing and Retailing. Institute of Marketing and Media}}
		,
	author={{
			CErfgen
		}}
	
	
		,
	journal={{Welckerstra Be}}
		
			8
			40
			,
	year={2011. 20354}
		
		
			Univeristy of Hamburg
		
	

}

@book{b14,
	
	
		,
	title={{}}
		,
	author={{
			Hamburg
		}}
		
	

}

@incollection{b15,
	
	
		,
	title={{The influence of celebrity endorsement on India youth: An empirical study}}
		,
	author={{
			DDGupta
		}}
	
	
		,
	journal={{ICFAI Journal of Marketing Management}}
		
			2
			4
			
			,
	year={2003}
		
	

}

@incollection{b16,
	
	
		,
	title={{How do consumers judge celebrities' irresponsible behaviour? An attribution theory perspective}}
		,
	author={{
			SGupta
		}}
	
	
		,
	journal={{Journal of Applied Business and Economics}}
		
			10
			3
			
			,
	year={2009}
		
	

}

@book{b17,
	
	
		,
	author={{
			JFHair
		}}
		,
	title={{Multivariate Data Analysis}}
				New Jersey, USA
		
			,
	publisher={Pearson Prentice Hall}
			,
	year={2006}
		
	
	,
	note={6th ed. Upper Saddle River}

}

@incollection{b18,
	
	
		,
	title={{Who endorses whom? Meaning transfer in celebrity endorsement}}
		,
	author={{
			EHalonen-Knight
		} and {
			LHurmerinta
		}}
		
	
	
		,
	journal={{Journal of Product & Brand Economics}}
		
			19
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	year={2010}
		
	

}

@book{b19,
	
	
		,
	title={{Selection of celebrity endorsers: A case approach to developing an endorser selection process model. Marketing Intelligence & Planning Vo}}
		,
	author={{
			SHollensen
		} and {
			CSchimmelpfernning
		}}
		
		0263-4503DOI10.1108/026345011292948
		
			,
	year={2013. 2013}
			,
	publisher={Emerald Group Publishing Limited}
			31
			
		
	

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@book{b20,
	
	
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	author={{
			IpsosResponse
		}}
		
		,
	title={{Sponsoring newsletter}}
				
			,
	year={2008. May 2010}
			11
		
	

}

@incollection{b21,
	
	
		,
	title={{A conceptual research on the association between celebrity endorsement, brand image and brand equity}}
		,
	author={{
			ATJaiprakash
		}}
	
	
		,
	journal={{Journal of Marketing Management}}
		
			7
			4
			
			,
	year={2008}
		
	

}

@incollection{b22,
	
	
		,
	title={{Celebrity Endorsement and Its Impact on Sales: A Research ANALYSIS Carried Out In India}}
		,
	author={{
			VJain
		}}
	
	
		,
	journal={{Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc}}
		0975-5853
		
			1
			,
	year={2011. March 2011}
		
	
	,
	note={Global Journal of Management and Business Research.}

}

@incollection{b23,
	
	
		,
	title={{Selecting Celebrity Endorsers: The Practitioner's Perspective}}
		,
	author={{
			GJ. ; J.MKaikati
		} and {
			BZErdogan
		} and {
			STagg
		}}
		
		
	
	
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	year={1987. 2001. May-June 2001}
			39
		
	

}

@book{b24,
	
	
		,
	title={{Impact of Celebrity Endorsement on a Brand}}
		,
	author={{
			SaurbhKatyal
		}}
		
			,
	year={2007. August, 2007}
		
	
	,
	note={chillibreze writer, [available at http://www.chillibreeze.com/articles}

}

@incollection{b25,
	
	
		,
	title={{A first step to identify the meaning in celebrity endorsers}}
		,
	author={{
			LLangmeyer
		} and {
			MWalker
		}}
		
	
	
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	author={{
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		}}
		
		,
	title={{Assessing the Affects of Celebrity}}
				
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	year={1991B}
			
		
	

}

@incollection{b27,
	
	
		,
	title={{Endorsers: Preliminary Findings}}
	
	
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	booktitle={{Proc. of the American Academy of Advertising}}
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	editor={
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		}
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	publisher={D' Arcy Masius Benton and Bowles, Inc}
		
	

}

@incollection{b28,
	
	
		,
	title={{Who is the celebrity endorser? Cultural foundations of the endorsement process}}
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	author={{
			GMccracken
		}}
	
	
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}

@incollection{b29,
	
	
		,
	title={{Cultural and consumption: A theoretical account of the structure and movement of cultural meaning of consumer goods}}
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	publisher={John Wiley & Sons, Inc}
		
	

}

@incollection{b30,
	
	
		,
	title={{When Celebrity Endorsers Go Bad}}
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	author={{
			BMistry
		} and {
			RMorin
		}}
		
	
	
		,
	booktitle={{Star spotting. Marketing (jun)}}
				Washington Post
		
			,
	year={2006. 2002}
			
		
	
	,
	note={On -line Avaliable}

}

@incollection{b31,
	
	
		,
	title={{Celebrity endorsements in Japan and the United States: Is negative information all that harmful}}
		,
	author={{
			RBMoney
		} and {
			TAShimp
		} and {
			TSakano
		}}
		
		
	
	
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			46
			10
			
			,
	year={2006}
		
	

}

@book{b32,
	
	
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	author={{
			RANatekar
		}}
		,
	title={{Celebrity Endorsement: It's Impact on Brand}}
				
			,
	year={2012. Jan-Mar 2012}
			1
		
	

}

@book{b33,
	
	
		,
	title={{Marketing research}}
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	author={{
			AParasurman
		} and {
			DGrewal
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		}}
		
		
		
			,
	year={2004}
			,
	publisher={Houghton Mifflin}
			,
	address={Boston}
		
	
	,
	note={nd edition}

}

@incollection{b34,
	
	
		,
	title={{Central and peripheral routes to advertising effectiveness: The moderating role of involvement}}
		,
	author={{
			REPetty
		} and {
			JTCacipppo
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			DSchumann
		}}
		
		
	
	
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			10
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	year={1983}
		
	

}

@incollection{b35,
	
	
		,
	title={{Winning ways: Immediate and long-term effects of sponsorship on perceptions on brand quality and corporate image}}
		,
	author={{
			NPope
		} and {
			KVoges
		} and {
			MBrown
		}}
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			38
			
			,
	year={2009}
		
	

}

@incollection{b36,
	
	
		,
	title={{A study on the influence of using celebrity endorsements on consumer buying behaiour in Tamil Nadu}}
		,
	author={{
			APughazhendi
		} and {
			RDSudharani
		}}
		
	
	
		,
	journal={{India Journal of Research in International Business Management}}
		2251 -0028
		
			2
			4
			
			,
	year={2012. April 2012}
		
	

}

@incollection{b37,
	
	
		,
	title={{A Study on Celebrity Based Advertisements on the Purchase Attitude of Consumers towards Durable Products}}
		,
	author={{
			APughazhendi
		} and {
			RThirunavukkarasu
		} and {
			SSusendiran
		}}
		
		
	
	
		,
	journal={{Far East J. Market. And Manage}}
		
			1
			1
			
			,
	year={2011}
		
	

}

@incollection{b38,
	
	
		,
	title={{The equity effect of product endorsement by celebrities: a conceptual framework from a co-branding perspective}}
		,
	author={{
			DSeno
		} and {
			BALukas
		}}
		
	
	
		,
	journal={{European Journal of Marketing}}
		
			41
			2
			
			,
	year={2007}
		
	

}

@incollection{b39,
	
	
		,
	title={{Is Celebrity Endorsement A Midas touch Or A Landmine}}
		,
	author={{
			DSilverman
		}}
	
	
		,
	journal={{Gurukul Business Review (Gbr)}}
		
			7
			
			,
	year={2011. Spring 2011}
		
	

}

@incollection{b40,
	
	
		,
	title={{The Impact of Celebrity Endorsement on Strategic Brand}}
		,
	author={{
			OASola
		}}
	
	
		,
	journal={{Management International Journal of Businss and Social Science}}
		
			3
			6
			,
	year={2012. March 2012] 141}
		
	

}

@incollection{b41,
	
	
		,
	title={{The Pinocchio factor In Consumer Attitudes toward Celebrity Endorsement: Celebrity Endorsement, The Reebok Brand, And an Examination of a Recent Campaign}}
		,
	author={{
			JTemperley
		} and {
			DTangen
		}}
		
	
	
		,
	journal={{Innovative Marketing}}
		
			2
			3
			,
	year={2006}
		
	
	,
	note={Special Edition on Consumer Satisfaction-Global Perspective}

}

@incollection{b42,
	
	
		,
	title={{Evaluating responses to celebrity endorsements using projective techniques}}
		,
	author={{
			NTantiseneepong
		} and {
			MGorton
		} and {
			JWhite
		}}
		
		
	
	
		,
	journal={{An International Journal}}
		
			15
			
			,
	year={2012}
		
	

}

@incollection{b43,
	
	
		,
	title={{$192 million: Nike bets big on range of endorsers}}
		,
	author={{
			RThomaselli
		}}
	
	
		,
	journal={{Advertising Age}}
		
			8
			,
	year={2004. 1 May}
		
	

}

@incollection{b44,
	
	
		,
	title={{Endorsers in advertising: the case of negative celebrity Information}}
		,
	author={{
			BDTill
		} and {
			TAShimp
		}}
		
	
	
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	journal={{Journal of Advertising}}
		
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	year={1998}
		
	

}

@incollection{b45,
	
	
		,
	title={{Celebrity Endorsers: Do You Get What You Pay for?}}
		,
	author={{
			MWalker
		} and {
			LLangmeyer
		} and {
			DLangmeyer
		}}
		
		
	
	
		,
	journal={{Journal of Consumer Marketing}}
		
			9
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			,
	year={1992}
		
	

}