G., Dr. Mahalakshmi; SHINI, Dr. P. R. The Mediating Effect of Women Film Celebrity Endorser’s Source Credibility in Television Advertisement Enhancing Customer Brand Perception and Purchase Intention – A Study With Regard To Chennai Metropolitan. International Journal on Research and Development - A Management Review, [S. l.], v. 15, n. 1, p. 121–130, 2026. Disponível em: https://journals.mriindia.com/index.php/ijrdmr/article/view/1744. Acesso em: 24 apr. 2026.