| 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 | |