ISSN: 1998 - 4162

JISR MSSE Journal Contents

Volume 10, Number 1, January 2012

Impact of Sports Celebrity Endorsements on the Purchase Intentions of Pakistani Youth
Farah Naz Baig - Institute of Business Administration, Karachi, Pakistan
Dr. Kamran Siddiqui - Suffa Business School (DHA), Karachi, Pakistan

To anybody interested in sports and marketing, the concept of celebrity endorsment is not a new one. In recent decades, sport marketing has emerged as an independent area where companies separate themselves from their competitors by developing associations with the sporting heroes. In this study, the dynamics, as have emerged in the recent past, will be analyzed and implications for both sports and marketing evaluated...


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