G., D. M. and Shini, D. P. R. (2026) “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, 15(1), pp. 121–130. Available at: https://journals.mriindia.com/index.php/ijrdmr/article/view/1744 (Accessed: 24 April 2026).