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According to  Kotler (2003), there are four key psychological processes — motivation, perception, learning, and memory - fundamentally influencing the customer responses to marketing stimuli. Jokubauskas (2007) also attributes the cognitive aspects, i.e. senses, reasoning, language and perception, to the psychological impact of advertising, although the author does not present the hierarchy of these aspects. Therefore, based on the other authors’ hierarchical division, the cognitive aspects could be divided as follows: firstly, the customer’s attention is concentrated, then perception, cognition though the customer’s emotions and different senses, reasoning take place and then follows the advert assimilation.   The application of these psychological concepts to advertising began in the late 19th century and early 20th century (Benjamin, 2004) The relationship between advertising and psychology developed because advertisers were also searching for credibility. They wanted to

The evolution of advertisement dates back into the ancient times. Societies used symbols, and pictorial signs to attract their product users. Over centuries, these elements were used for promotion of products. Today’s modern environment, advertisements have become one of the major sources of communicational tool between the manufacturer and the user of the products. A company cannot make dream to be a well known brand until they invests in their promotional activities, for which consumer market have been dominating through advertisements (Hussainy et al., 2008).  Dunn et al. (1978) viewed advertising from its functional perspectives, hence they define it as a paid, non-personal communication through various media by business firms, non-profit organization, and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of a particular audience.Furthermore, when a consumer obtains relevant information about a product or servi

    There are certain models that are often used to assess the effectiveness of celebrity endorsement. Some of the key models are as follows: 1.1.                   1.2.                   1.3.                   1.4.                             Source Credibility Model Source reliability model was initially suggested by Hovland (1953)and his associates  Janis and Kelley (1953). Moreover, the source reliability in an extensive sense, states to a correspondent‘s optimistic features that influence the receiver‘s recognition of a message and depend on the study in social consciousness. However, the model recommends that the efficiency of a message hinge on the alleged level of proficiency and dependability of an endorser. According to Kwon, et al (2009) , exchange of all-important data throughout a reliable source for example celebrity has the impending to influence views, feelings, arrogances and attitude throughout a procedure called internalisation. However, internal

    1.                   2.                   2.1.                   2.2.                              Positive Aspects According to Amos et al (2008) , marketers have been encouraged to make use of celebrities for endorsing their products due to increasing competition. This process helps in attracting increased number of customers towards the product. In addition to this, advancements in the technologies used in media such as cable, video control systems, satellite televisions and DTH has influenced heavily the consumer power over advertisement. This advancement has made the process of advertisement more challenging for organisations, which urges them to find new and attractive means of marketing. It is observed that renowned celebrity assist in solving the problem of over communication, which is spreading increasingly in recent time. Till et al (2008) highlighted the fact that in order to reduce the level of threat and to attract the attention of customers towards

      According to Sashi (2012) , there are different kinds of consumer purchasing attitude that can affect the buying decision making of a customer centred on the level of consumer-product participation, attention in a product, circumstances and dissimilarity between the products accessible. Some of the key types of consumer buying behaviour are as follows:                Complex Buying Behaviour Carrington, et al (2010) stated that it generally takes place when the consumers are extremely intricate in the product buying decision. Moreover, the great product association take place when product to be bought is costly, occasionally bought, and extremely expressive. From the time when, these kinds of products are not bought regularly the customer doesn‘t know much regarding the commodities and perceives considerable dissimilarities between the brands accessible for example purchasing a luxury car and so on. In addition, customers make this sort of purchasing decisions very