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    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 th...

    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 challengin...