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 What is beautiful is good: An evalutation of effectiveness of attractiveness in celebrity endorsements Subject The topic of the resource Advertising; Attitude towards brand; Celebrity endorsement; Purchase intention Description An account of the resource The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of an advertisement. Attractiveness is one such celebrity characteristic that is widely studied by researchers in the field of marketing. However, still, literature failed to explain how attractiveness of celebrity endorsers influenced purchase intentions. This study tried to fill this gap by modelling the influence of celebrity attractiveness on purchase intention. It also evaluated the effect of respondents' gender on the model. The data collection for the study were carried out during March - June 2017. The study found that the effect of celebrity attractiveness on purchase intention was mediated by celebrity brand fit, attitude towards the advertisement, and attitude towards the brand. The study also evaluated the moderating effect of respondents' gender using chi- square analysis, which found no significant model difference among male and female respondents. These findings indicated that celebrity attractiveness created purchase intention in a mediated manner among the respondents, irrespective of their gender. 2018, Associated Management Consultants Private Limited. Creator An entity primarily responsible for making the resource Johnson J.; Thomas T. Source A related resource from which the described resource is derived Indian Journal of Marketing, Vol-48, No. 8, pp. 24-36. Publisher An entity responsible for making the resource available Associated Management Consultants Pvt. Ltd. Date A point or period of time associated with an event in the lifecycle of the resource 2018-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.17010/ijom/2018/v48/i8/130538" target="_blank" rel="noreferrer noopener">https://doi.org/10.17010/ijom/2018/v48/i8/130538</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85052444688&amp;doi=10.17010%2Fijom%2F2018%2Fv48%2Fi8%2F130538&amp;partnerID=40&amp;md5=26562dc09766c5f3dcb24eff1b617e13" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85052444688&amp;doi=10.17010%2fijom%2f2018%2fv48%2fi8%2f130538&amp;partnerID=40&amp;md5=26562dc09766c5f3dcb24eff1b617e13</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 9738703 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 Johnson J., School of Management and Business Studies, Mahatma Gandhi University, Priyadarsini Hills P.O., Kottayam, Kerala, 686 560, India; Thomas T., Department of Management Studies, Christ (Deemed to be University), Bangalore, Karnataka, 560 029, India