Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model Subject The topic of the resource Advertisement; Branding Models; Celebrity Endorsement; Internalization Process; Trustworthiness Description An account of the resource The research evaluates the effect of celebrity trustworthiness in creating effective endorsements. The previous research in the field has suggested two competing theories in explaining the influence of celebrity trustworthiness on endorsement effectiveness. This study tries to incorporate this theory for developing a comprehensive model for explaining the effectiveness of celebrity trustworthiness. The article opted cross-validation methodology for evaluating the models. The study selected two advertisements based on a pretest conducted in MG University. The highly recalled female celebrity advertisement formed calibration stage and highly recalled male celebrity advertisement formed validation stage. The calibration stage of the study had 386 respondents and validation stage had 378 respondents. Path analysis, chi-square analysis for model difference and critical ratio analysis for the model difference were employed in the study. The findings of the study suggest that the hybrid model brought statistically significant improvements to the congruence model. The study also found that the trustworthiness was the second highest influencer in case of male celebrity whereas in case of female celebrity, attitude towards brand was second highest influencer. Further the chi-square analysis of group difference showed no significant difference in model among male and female celebrity confirming the robustness of the model. 2019 Management Development Institute. Creator An entity primarily responsible for making the resource Thomas T.; Johnson J. Source A related resource from which the described resource is derived Vision, Vol-23, No. 3, pp. 275-286. Publisher An entity responsible for making the resource available Sage Publications India Pvt. Ltd Date A point or period of time associated with an event in the lifecycle of the resource 2019-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1177/0972262919850922" target="_blank" rel="noreferrer noopener">https://doi.org/10.1177/0972262919850922</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85070376352&amp;doi=10.1177%2F0972262919850922&amp;partnerID=40&amp;md5=4fd70bec65c681a28629212265e4ab0d" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85070376352&amp;doi=10.1177%2f0972262919850922&amp;partnerID=40&amp;md5=4fd70bec65c681a28629212265e4ab0d</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 9722629 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Thomas T., Department of Management Studies, CHRIST (Deemed to be University), Bangalore, Karnataka, India; Johnson J., School of Management and Business Studies, Mahatma Gandhi University, Kottayam, Kerala, India