@incollection{,
	
					
					
					1F989101199CFFDF7472F68DC4AEF65C
				,
	author={{RandinithiBandaranayake} and {P.S.C.Kularathne} and {H.C.Pathirage} and {D.P.S.H.Perera} and {Dr. KingsleyBernard}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}1945157
}

@incollection{b0,
	
	
		,
	title={{The Economic Worth of Celebrity Endorsers: An Event Study Analysis}}
		,
	author={{
			JagdishAgrawal
		} and {
			AWagner
		}}
		
	
	
		,
	journal={{Journal of Marketing}}
		
			
			,
	year={1995}
		
	

}

@book{b1,
	
	
		,
	title={{The effects of source and product characteristics on persuasion}}
		,
	author={{
			Braunsberger & Karin
		}}
		
			,
	year={1996}
		
	

}

@incollection{b2,
	
	
		,
	title={{Celebrity and foreign brand name as moderators of country-of-origin effects}}
		,
	author={{
			Chao
		}}
	
	
		,
	journal={{International Journal of Advertising}}
		
			24
			2
			
			,
	year={2005}
		
	

}

@incollection{b3,
	
	
		,
	title={{The influences of perceived value on consumer purchase intention: the moderating effect of advertising endorser}}
		,
	author={{
			Chi
		}}
	
	
		,
	journal={{Journal of International Management Studies}}
		
			6
			1
			
			,
	year={2011}
		
	

}

@incollection{b4,
	
	
		,
	title={{Celebrity Endorsement: A Literature Review}}
		,
	author={{
			BErdogan & Zafer
		}}
	
	
		,
	journal={{Journal of Marketing Management}}
		
			15
			4
			
			,
	year={1966}
		
	

}

@incollection{b5,
	
	
		,
	title={{The Influence of Source Credibility on Communication Effectiveness*}}
		,
	author={{
			&C LHovland
		}}
	
	
		,
	journal={{Public Opinion Quarterly}}
		
			15
			4
			
			,
	year={1951}
		
	

}

@incollection{b6,
	
	
		,
	title={{Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention}}
		,
	author={{
			JasminaIlicic
		} and {
			&C MWebster
		}}
		
	
	
		,
	journal={{Australasian Marketing Journal (AMJ)}}
		
			19
			4
			
			,
	year={2011}
		
	

}

@incollection{b7,
	
	
		,
	title={{An Investigation into the "Match-up" Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep}}
		,
	author={{
			&M AKamins
		}}
	
	
		,
	journal={{Journal of Advertising}}
		
			19
			1
			
			,
	year={1990}
		
	

}

@book{b8,
	
	
		,
	title={{Impact of celebrity endorsement in advertising on brand image among Chinese adolescents}}
		,
	author={{
			LN
		} and {
			YC
		} and {
			KL E K
		}}
		
		
		
			,
	year={2013}
			,
	publisher={Young Consumers}
			14
			
		
	

}

@incollection{b9,
	
	
		,
	title={{Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process}}
		,
	author={{
			&GMccracken
		}}
	
	
		,
	journal={{Journal of Consumer Research}}
		
			16
			3
			
			,
	year={1989}
		
	

}

@incollection{b10,
	
	
		,
	title={{Attitudes and Attitude Change}}
		,
	author={{
			; LMcguire & William
		} and {
			AGardner
		} and {
			Elliot
		}}
		
		
	
	
		,
	journal={{Handbook of Social Psychology}}
		
			2
			,
	year={1985}
		
	
	,
	note={Random House}

}

@incollection{b11,
	
	
		,
	title={{Celebrity Entrepreneur Endorsement and Advertising Effectiveness}}
		,
	author={{
			Muda
		}}
	
	
		,
	journal={{Procedia -Social and Behavioral Sciences}}
		
			130
			
			,
	year={2014}
		
	

}

@incollection{b12,
	
	
		,
	title={{The impact of celebrity spokespersons' perceived image on consumers' intention to purchase}}
		,
	author={{
			&ROhanian
		}}
	
	
		,
	journal={{Journal of advertising Research}}
		
			31
			1
			
			,
	year={1991}
		
	

}

@incollection{b13,
	
	
		,
	title={{The Effect of Celebrity Endorsers' Perceived Credibility on Product Television advertisement for perfumes}}
		,
	author={{
			&CPornpitakpan
		}}
	
	
		,
	journal={{Management Studies}}
		
			5
			2
			
			,
	year={2004}
		
	

}

@incollection{b14,
	
	
		,
	title={{Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention}}
		,
	author={{
			S
		} and {
			RPB. & N
		}}
		
	
	
		,
	journal={{Global Business Review}}
		
			19
			6
			
			,
	year={2018}
		
	

}

@incollection{b15,
	
	
		,
	title={{Celebrity Endorsement in the Airline Sector}}
		,
	author={{
			SW
		} and {
			AC W N
		}}
		
	
	
		,
	journal={{Journal of advertising research}}
		
			,
	year={2016}
		
	

}

@incollection{b16,
	
	
		,
	title={{The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs}}
		,
	author={{
			T
		} and {
			BDBusler
		} and {
			&M
		}}
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			29
			3
			
			,
	year={2000}
		
	

}

@incollection{b17,
	
	
		,
	title={{The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions}}
		,
	author={{
			T
		} and {
			C
		} and {
			JT D
		}}
		
		
	
	
		,
	journal={{Journal of Consumer Research}}
		
			20
			4
			
			,
	year={1994}
		
	

}

@incollection{b18,
	
	
		,
	title={{Measuring the impact of celebrity endorsement on consumer behavioural intentions: a study of Malaysian consumers}}
		,
	author={{
			W
		} and {
			KK
		} and {
			WY L
		}}
		
		
	
	
		,
	journal={{International Journal of Sports Marketing & Sponsorship}}
		
			14
			3
			
			,
	year={2013}
		
	

}

@incollection{b19,
	
	
		,
	title={{Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector}}
		,
	author={{
			W
		}}
	
	
		,
	journal={{Journal of Air Transport Management}}
		
			60
			
			,
	year={2017}
		
	

}

@book{b20,
	
	
		,
	title={{Trustworthiness Trumps Attractiveness and Expertise. Enhancing Brand Credibility Through Celebrity Endorsement}}
		,
	author={{
			W
		} and {
			SW
		} and {
			SA C
		}}
		
		
		
			,
	year={2017}
			
		
	

}

@incollection{b21,
	
	
		,
	title={{Matching with the stars: How brand personality determines celebrity endorsement contract formation}}
		,
	author={{
			Z
		} and {
			&C
		}}
		
	
	
		,
	journal={{International Journal of Research in Marketing}}
		
			33
			2
			
			,
	year={2016}
		
	

}