@article{Jha_Bhattacharjee_Priti_Heng_2020, title={A Study in Role of Celebrity Endorsements on Consumer Buying Behaviour: Celebrity Endorsements on Consumer Buying Behaviour}, volume={1}, url={https://ejournal.lincolnrpl.org/index.php/ajmt/article/view/15}, DOI={10.46977/apjmt.2020v01i02.003}, abstractNote={<p>Celebrity Endorsement has become one of the most popular tools of advertisement in marketing; used by most of the major organizations these days. The meaning of celebrity endorsement is “a form of brand or advertising campaign that involves a well-known person using their fame to help promote a product or service”. The study has been performed using a qualitative approach and using exploratory research techniques. An extensive review of literature has been done and based on that a conceptual framework has been proposed. According to the study, the desirable qualities of a celebrity required for celebrity endorsement are Congruency, Flexibility, Expertise, Attractiveness, and Longevity &amp; Likeability.</p>}, number={2}, journal={Asia-Pacific Journal of Management and Technology (AJMT)}, author={Jha, Mayank and Bhattacharjee, Kishore and Priti, Chetna and Heng, Wee Huat}, year={2020}, month={Oct.}, pages={13-19} }