Books
1. C.R. Kothari, (2011). Research Methodology –New Age International Publishers.
2. Donald R Cooper, Pamela S Schindler, J K. Sharma, (2013). Business Research Methods- McGraw Hill Education, 2013.
3. P. C. Tripathi, (2005). Research Methodology in Social Sciences- Sultan Chand & Sons.
4. PadmalochanHazarika, (2006). Essential Statistics for Economics and Commerce, Akansha Publishing House.
Journals
5. Atkin and Block (1983), “Effectiveness of celebrity endorsers”, Journal of Advertising Research, 231 (1), 57-61.
6. Blazey, N &Ganti S.K. (2005), “Impact of celebrity Endorsement on Overall Brand”, Marketing @ Knowledge Zone.
7. Carroll (2008), A History of Corporate Social Responsibility: Concepts and practices, The Oxford Handbook of Corporate Social Respnsibility, Oxford University Press, pp.19-46
8. Charles Atkin and Martin Block, (1983). Effects of Celebrity Endorsements, Journal of Advertising Research, Vol.23, No.1, pp.57-62.
9. James B Hunt (1986). The Influence of Vicarious Experiential Perception of Emotion on Responses to Television Commercials (Advertising).
10. Kruti Shah, Alan D’ Souza, (2009). Advertising and Promotions an IMC Perspective - Tata McGraw Hill Education Private Limited, New Delhi.
11. Lynn Lang Meyer, Mary Walker, (1991). A First Step to Identify the Meaning in Celebrity Endorsers, Advances in Consumer Research, Vol.18, No.1, pp.364-371.
12. McCracken, G. (1989), “who is the celebrity Endorser? Cultural foundations of the Endorsement Process” Journal of Consumer Research, 16 (12), 310-321.
13. Mahoney, Sheila and Tony McNaghan, (1998). The impact of celebrity endorsement on consumers, Irish Marketing Review, Vol.10, No.2, pp.15-24.
14. Ohanion and Roobina, (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness and Attractiveness, Journal of Advertising, Vol.19, No.3, pp.39-52.
15. Pornpitakpan, Chanthika, (2004), The effect of celebrity endorser’s Perceived credibility on product Purchase intention, Journal of International Consumer Marketing,16 (2), 55-74.
16. Qurat and Mahira (2011), “Impact of Celebrity Advertisement on Customer Brand Perception and Purchase Intention”, Asian journal of Business and Management Sciences, Vol. 1 No. 11 [53-67].
17. Rajni (2008), “The effectiveness of celebrity endorsement in India”, Dissertation.