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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...