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INTRODUCTION Endorsement is a public statement which made by a star or a renowned people figure to form a testimonial that indicates the interest of public and product approval. Basically, it is a form of advertising for organizations to advertise their products. It is also to extoll the virtues of one product and to suggest its advantage to the general public. Product endorsement is thought to be one of the best advertising tool which rewards the vital element in business advertising and marketing campaigns. Advantages of Endorsement as soon as the explosion of brands in each product group has certainly given customers an outstanding variety of selections to select from, it has nevertheless completed the measures of decision-making itself extremely exhausting and challenging. When decisions are restricted, consumers have a similarly barrier amount to compare and differentiate before making any decision. But, when choices become infinite, consumers put themselves in high-involvement behaviour so invest more of their time educating themselves about the available choices, and then do their own search for testimonials from customers who have used those products until they achieve their consideration set. Endorsements work because it makes the practice of decision-making considerably easier for the customers. Aside from that, endorsements additionally benefit organizations an extra layer of linking the brand to the client with an additional help of a third-party authorization. When such authorization comes out of a well-known individual, not only does the degree of consumer confidence in the new rise upward but the newest optimal decision also help to ease the consumers. Endorsement can also be seen as a process of supporting...