Islamic banking, a growing financial system in the existing world has constantly been asserted to be different from conventional banking systems. Islamic banks in Pakistan have emerged as an alternative to conventional banks but they are still facing tough competition from these banks. They are...

Advertisers often make use of endorsers or representatives as trustworthy sources of persuasion for consumers' attitudes. Promotion of products through celebrities is a trendy advertising practice around the world. The present study judged the impact of celebrity credibility on advertising...