Purpose: The purpose of this study are to ascertain the linkages between brand and customer loyalty towards store brands especially in Malaysia, to investigate the factor that contributes to brand loyalty to increase the number of brand loyal customer and to determine the factors influencing the success of store brand in the market. Significance of the study (Theoretical aspect):It is hope that this research may create a niche understanding of a relationship between store brand and customer loyalty in Malaysia. The findings of this study also can be added into current knowledge and literature for future reference.www.ccsenet.org/ass

Abstract:The concept of Effectiveness of Celebrity Endorsement has been explained in different models and theories as a notion related to the characteristics of the celebrity and the managementrelated perspectives of its use. The impact generated through the effectiveness of celebrity endorsement on endorsed brand is referred as brand evaluation. In addition, Absorption-Addiction Model (McCutcheon, Lynn, Lange, & Houran, 2002) explains how psychological bond between respondents and the respective celebrity is determined via "Celebrity Worship Motives" influences brand evaluation. Accordingly, this paper reviews how celebrity worship motives operate as a mechanism to moderate the relationship between perceived effectiveness of celebrity endorsement and perceived brand evaluation contexts. An extended literature review was followed as the main research instrument by highlighting empirical research gaps postulated by recently held studies. Accordingly, this study aims to propose research propositions to services sector brands in line with the empirical research gaps postulated by recently held studies. Finally, researchers suggest research hypotheses based on the literature reviews and discussions connected to the notion of celebrity worship motives. Paper concluded claiming empirical gaps found in services sector to examine how celebrity worship motives moderates the effectiveness of celebrity endorsement on perceived brand evaluation.