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
Abstract
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...
[Download]
You will need Adobe Acrobat Reader to read this document.
DISCLAIMER: All views expressed in the journal are those of the authors and not necessarily reflect the policies or preferences of JISR-MSSE or SZABIST.