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 Faculty Publications Book Chapter Faculty Publications- Book Chapter 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/. Creator An entity primarily responsible for making the resource Sampath, Bharath; Selvakumar, J. Joshua; Suganya, G. Title A name given to the resource Celebrity Endorsements in Fashion Purchases Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Applied Research for Growth, Innovation and Sustainable Impact;pp.150-154 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1201/9781003684657-26" target="_blank" rel="noreferrer noopener">https://doi.org/10.1201/9781003684657-26</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105032979325?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105032979325?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Sampath B., Faculty of Management Studies, CMS Business School, JAIN (Deemed-to-be-University), Bangalore, India; Selvakumar J.J., Christ University, Bengaluru, India; Suganya G., Kumaraguru College of Liberal Arts and Science, Coimbatore, India Description An account of the resource This study investigates the impact of celebrity endorsements on consumer purchase intentions in the fashion apparel sector, focusing on three key variables: celebrity likeability, which is often aligned to cultural norms, and the celebrity familiarity. Information was obtained from 100 participants across India, and chi-square analysis was applied to the hypotheses. The analysis shows that all of these factors are significantly related to attitudes toward purchasing at a less than 0.05 level of significance. Four factors were determined to have significant impact with celebrity likeability coming out strongly to support the notion that consumers buy endorsed products to emulate the celebrity. Cultural fit adds consistency to trust and identity, and familiarity enhances recall, and confidence on the brands. In view of these observations, marketers ought to look at strategic celebrity selection more intensely. The endorser choice is highly recommended to be selected in accordance with the values and preferences of the target market to have the most influence on the buying decision. This paper reveals the need to adopt targeted and culturally appropriate appeals in influencing purchase behaviour in the Indian fashion domain. 2026 selection and editorial matter, Dr. Harold Andrew Patrick and Dr. Ravichandran Krishnamoorthy; individual chapters, the contributors. Subject The topic of the resource Celebrity endorsement; Cultural alignment; Likeability; Purchase intention; Trustworthiness Publisher An entity responsible for making the resource available Taylor and Francis Relation A related resource ISBN: 978-104075308-8; 978-104116441-8; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online