Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image (Record no. 51068)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01713nam a2200217 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190228163011.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190228b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Malik, Abdullah |
| 9 (RLIN) | 33317 |
| 245 ## - TITLE STATEMENT | |
| Title | Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 75 - 84 pp. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Celebrity credibility for brand endorsement has been investigated in several studies since 1990. Many researches in celebrity endorsement focus on the source-based model. The model states the effectiveness of endorsers by measuring the perceived attractiveness, trustworthiness, and expertise of the celebrities in the eyes of the customers. This study attempts to understand the conceptual classification of management-based factors of celebrity endorsement through measuring the brand image. An empirical study of the top three performers from the Indian Premier League of 2016 has been carried out to understand the potential of an effective endorsement. The findings suggest that there is a positive and significant relationship between ‘management-based factors’ and ‘brand image’. Hence, the marketers should tap attributes like celebrity multiplicity, celebrity–brand congruency and celebrity activation from sports to create an impressive brand image. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Brand image |
| Uncontrolled term | management-based factors |
| Uncontrolled term | sports celebrity endorsement |
| Uncontrolled term | Indian Premier League |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Sudhakar, Bushan D. |
| 9 (RLIN) | 33318 |
| 710 ## - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Dutta, Dhruv Shankar |
| 9 (RLIN) | 33319 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 50183 |
| Host Itemnumber | 72047 |
| Main entry heading | Sage Publication |
| Place, publisher, and date of publication | New Delhi Sage Publication |
| Other item identifier | 5559095 |
| Title | IIM KOZHIKODE SOCIETY AND MANAGEMENT REVIEW |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 28/02/2019 | Vol 7, No 1/ 5559095JA7 | 5559095JA7 | 28/02/2019 | 28/02/2019 |