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