Published Paper Details:

This paper is focused on finding the impact and association of characteristics of a celebrity in an endorsement for personal care products in customer's purchase intension. For achieving the objectives of this research paper a descriptive cross-sectional design is used. Data collected from the population of India, West Bengal, Kolkata 700119 and sample size for this research is 109 but before collection of data reliability of questionnaire is measured by using cronbach's alpha and it is found reliable. In order to make the findings more practical, hypotheses test based on chi-square test of independence and Phi-coefficient is used to find and measure the strength of association of characteristics of a celebrity with customer's purchase intension. As per the findings of this paper, characteristics of a celebrity in an endorsement really puts a positive impact on customer's purchase intension for personal care products but only one characteristic i.e., product matchup of celebrities having an association with purchase intension and other two characteristics (i.e., Trustworthiness and attractiveness) doesn't have any association. However, the association of product matchup with purchase intension is really very weak as found in Phi-coefficient.