Endorsement of a brand or sports team by a sports celebrity has been thoroughly researched within the context of sports marketing. However, the recent phenomenon of non-sports celebrities owning sports teams has received little research attention. This study uses a survey of Indian respondents...

The role of woman has been changing over the years in all fields. Many studies (Belakaou and Belakaou, 1976) observe that the advertisements don’t portray the role of woman as it is in the social reality. This has been the keen area of interest for both academicians (Das, 2000, Siu and Au,...

Purpose –The paper proposes and tests a conceptual framework to establish the link between celebrity endorsement and brand and team related intentions.Design/methodology/approach – The methodology used for the paper is Structural Equation Modeling.Findings – Celebrity's credibility impacts...

The role of women has been changing over the years in various fields around the world like advertising, academics, politics, etc. Today 30% of employees in the software industry are women. They are also distinguishing themselves as professionals in different walks of life. But has the...