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Abstract
Celebrities are good at generating attention, recall and positive attitudes towards advertising provided that they are supporting a good idea and there is an explicit fit between them and the brand (Zipporah and Mberia, 2014). There are many success stories of using celebrity advertising in both India and abroad. However, few companies fail in their celebrity advertising campaign. Sometime, negative effect of celebrity endorsers can also happen. In this context, companies and advertising agencies are finding difficult to select celebrity endorsers for their product. The present study will help the brand managers to select the celebrity to endorse their brand by adopting a framework during the selection process.