Advertisement by Involvement of celebrities has become an essence in modern competitive marketing environment for high recognition and creation of strong product perception. Celebrity endorsement is the main focus of the study where Pakistani and Indian celebrities with their attributes are used for their endorsement effect on purchase intention. A sample of 300 was taken to assess the contrast between Indian and Pakistani celebrity endorsement effects on purchase intention in Pakistan. Similar and competitive brands are chosen which are endorsed by Pakistani and Indian Celebrities separately. Results of the study showed that endorsement through local and Indian celebrities has similar and not much significant influence on purchase intention in Pakistan, with no major difference by country of origin of celebrity. In the study consumer celebrity relationship is assessed and it confirms that attributes of celebrity (Local or Indian) are not much important for intent to purchase for existing products but quality, brand image and brand loyalty are the key factors for intention to purchase. Implication for research and practice are discussed. ARTICLE INFORMATION

Consumer's values, Cultural values, Emotional Values and Word of mouth expressiveness, are good predictors for their buying decision satisfaction. In current study sample of 500 was taken to assess the consumer's buying decision satisfaction in relation to the importance of their values associated with those decisions. This study also reveals how gender influences buying decision satisfaction. Consumer values have a positive and significant impact on buying decision satisfaction. While evaluation on the basis of gender and females have more emotional and word of mouth linkages than males, on the contrary to this, males are more concerned with cultural values, and are less expressive and have a tendency to suppress their emotions while making buying decisions.

Purpose This study aims to investigate the influence of personality characteristics (risk-aversion and self-consciousness) on skepticism toward online services information (STOSI), consumer stress and health. Design/methodology/approach A between-subjects experiment (n = 228) was designed to compare effects based on third-party organization endorsement (TPO endorsed vs nonendorsed). Findings Results revealed that personality characteristics positively influenced STOSI, which in turn escalated consumer stress. Furthermore, consumer stress predicted detrimental effects on consumer health (increased blood pressure and heartbeat). Regarding TPO endorsements, both the risk-aversive and self-conscious consumers showed lesser STOSI when exposed to TPO-endorsed ads compared with nonendorsed ads. Originality/value This study is one of the first to examine the effects of consumer personality on consumer health through STOSI and consumer stress. In addition, the remedial roles of TPO in coping with STOSI and consumer stress also accumulate to the novelty of this study.