Nowadays advertising has become a lifeline for business and endorsement of a females in advertising has become an unavoidable fact. Over a few decades, a wide range of researches have been carried out on female role portrayal in advertisements however, the role of demographic factors to moderate...

Celebrity endorsements have been a contemporary way to gain consumer loyalty as people use to relate their lives with the celebrities. People may perceive some of the brands as reliable or of high quality while may perceive few products in a negative way. The purpose of this research is to...