A celebrity-product association can capture a viewer's attention, increase the public's awareness of the product, and cause consumers to purchase the product endorsed. Selecting a celebrity who has a high product congruent image leads to greater endorser believability. The three dimensions of attractiveness, trustworthiness and expertise can act separately or in tandem in their contribution to endorser/celebrity "fit", yet endorser expertise is the compelling dimension for consumers when it comes to purchase intention. The Madurai city is purposively selected for the present study since it is the predominating trade center for South Tamil Nadu. About 120 respondents were selected by adopting simple random techniques and were interviewed. Information/data was collected by interviewing the respondents by using a pre-tested, well-structured interview schedule. The data and information collected pertains to the year 2009-10.

Keywords: Celebrity, Source Credibility, Source Attractiveness, Expertise, Trustworthiness.