S. No | Research paper | Connection /Hypothesis/Relationships studied | |
|
| Independent variables | Dependent variables |
1 | Paper 1 | Celebrity consumer congruence | Attitude towards advertisement; Attitude towards brand; Purchase intention |
2 | Celebrity product congruence | Attitude towards advertisement; Attitude towards brand; Purchase intention | |
3 | Attitude towards advertisement | Attitude towards brand | |
4 | Attitude towards brand | Purchase intention | |
5 | Paper 2 | Attitude towards advertisement | Purchase intention |
6 | Attitude towards advertisement | Brand loyalty | |
7 | Paper 3 | Attitude towards celebrity | Brand loyalty |
8 | Celebrity product congruence | Brand loyalty | |
9 | Attitude towards brand | Brand loyalty |